Firms’ participation in global value chains marketing activities and performance: the roles of international experience and technological turbulence

Abstract

This paper investigates the impact of marketing innovation on firms’ participation in global value chains (GVCs) marketing activities. We test the moderating effect of international experience and technological turbulence on the relationship between firms’ participation in GVCs marketing activities and firm performance, using data from 503 Chinese firms. The results highlight that firms’ GVC marketing activity participation relies on marketing innovation to improve performance. Moreover, international experience strengthens the positive relationship between participation in GVCs marketing activities and firm performance. Surprisingly, the positive moderating effect is different under different levels of technological turbulence.

KEYWORDS:

• GVCs marketing activities
• marketing innovation
• firm performance
• international experience
• technological turbulence

JEL Classifications:

• F20
• M31

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by National Natural Science Foundation of China: [Grant Number N71972061,N72172043].