The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity

• Marketing skills and market responsiveness are vital for emerging exporting firms operating in advanced markets. Market mediates the influence of marketing on performance. The mediating is positively moderated by competitive intensity Emerging economies must manage a highly dynamic landscape owing to factors such as changing needs fierce competition. Hence, these need develop unique superior Accordingly, this study draws resource-based capability theory empirically examine role developing capability—market responsiveness—for improved performance, changes relationship under intensity. Using sample (n = 98) originating from an (Pakistan) mainly markets (the United Kingdom, States or both), findings show that skills, mediated responsiveness, performance indirect higher level This extends export streams literature, particularly markets, provides useful implications managers.