ANTECEDENT FACTORS OF DYNAMIC COMPETITOR MARKETING CAPABILITY

Chatchai Inthasang, Pratanporn Jhundra-Indra, Pakorn Sujchaphong

Abstract


In today's knowledge age, the ability to information analysis into insight in response to market, customer, and competitor movements is core to sustainability. Organizations use dynamic competitor marketing capability to analyze rival marketing activities for understanding and responding to the strengths, weaknesses, capabilities and strategies of those rivals that lead to the development of a marketing strategy. The purpose of this research is to examine the influence on antecedent factors of dynamic competitor marketing capability. Data was collected from 133 furniture businesses in Thailand by questionnaire mail survey. This paper used to form prediction equations was ordinary least squared (OLS) regression analysis. The results reveal that market-driving vision, strategic flexibility, marketing knowledge, and competitive intention have significant positive influence on dynamic competitor marketing capability. Moreover, conclusion and directions for future research are discussed in the last section of this paper.


Keywords


Dynamic competitor marketing capability, Market-driving vision, Strategic flexibility, Marketing knowledge, Competitive intention, Environmental complexity

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