Marketing attributes of upper echelons and international market performance: the role of digital marketing capabilities

Purpose – Leveraging upper echelons theory, the authors explored how digital marketing capabilities (DMCs) of emerging market small and medium-sized enterprises (EM-SMEs) help develop international marketing agility (IMA), which mediates international market performance (IMP). We also tested the moderating effect of marketing experience and prior international experience of the top management team (TMT). Design/methodology/approach – The present study employed a primary survey of Indian SMEs, collecting data from 225 chief executive officers (CEOs) of SMEs and their corresponding human resource departments. SmartPLS was then used to test the moderated mediation model and the corresponding hypothesis. Findings – Findings from the Indian context suggest that EM-SMEs’ DMCs increase their IMA, which in turn enhances their IMP as they try to adapt to changing customer demand and competition in international markets. Furthermore, prior international experience and marketing experience of the upper echelon enhance their intention and ability to develop stronger DMC, which results in favorable IMP via IMA. Research limitations/implications – The study has significant implications for the success of firms’ DMCs. Findings imply that such abilities can be developed if the upper echelon has a marketing background and international experience. Furthermore, DMCs can enhance firms’ IMP. Practical implications – Our findings increase TMT awareness of how senior executives’ marketing experience can enhance digital marketing abilities and influence their firms’ IMP by enhancing IMA. Originality/value – The study provides novel insights into the role of DMCs of SMEs in enhancing the IMP of firms by exploring the role of IMA as a mediator and upper echelon attributes as moderators.