Adaptive marketing capabilities, market orientation, and international performance: the moderation effect of competitive intensity

Purpose It is well established in marketing literature that international performance positively affected by capabilities, whether static or dynamic. However, recent theoretical development proposed adaptive capabilities (AMC) as a set of able to close the gap. Given relative newness this construct, empirical studies are still scarce. Therefore, drawing from resource-based view perspective, study aims analyse relationships among market orientation (MO), AMC and firms’ performance, moderating effects competitive intensity. Design/methodology/approach The authors have used survey-based research with 335 internationalised Portuguese business-to-business small medium sized enterprises (B2B SMEs) during June 2020. analysed responses through structural equation modelling path analysis. Findings Results revealed positive between MO AMC. Furthermore, results were robust environment. Originality/value To best authors’ knowledge, contributes analysing an antecedent AMC, which has never been done before. it analyses simultaneous on moderation Also, study’s inform managers marketeers firms about advantages adopting market-oriented behaviour more less environments.