TY - JOUR
T1 - Competitive domestic markets and marketing capabilities
T2 - the mediating effect of online presence in SMEs
AU - Barquero-Chaves, Guillermo
AU - Leiva, Juan Carlos
AU - Mora-Esquivel, Ronald
N1 - Publisher Copyright:
Copyright © 2025 Inderscience Enterprises Ltd.
PY - 2025
Y1 - 2025
N2 - Marketing capabilities are essential to exploit opportunities and sustain competitive advantages in domestic markets. It is therefore fundamental to identify elements affecting these capabilities. This research aims to verify if there is a positive relationship between competitive domestic markets and marketing capabilities, and whether online presence of companies exerts a mediating effect between both factors. The empirical analysis uses OLS regressions and a mimic of process method in Stata software package on a sample of 205 SMEs from Costa Rica. The findings confirm a positive relationship between competitive domestic markets and marketing capabilities, and that online presence exerts a mediating effect on this relationship, with a total effect of greater relevance for SMEs, especially in the manufacturing sector. This implies that as organisations adapt their resources and generate actions to promote the use and adoption of their online presence, they are also having a positive impact on their marketing capabilities.
AB - Marketing capabilities are essential to exploit opportunities and sustain competitive advantages in domestic markets. It is therefore fundamental to identify elements affecting these capabilities. This research aims to verify if there is a positive relationship between competitive domestic markets and marketing capabilities, and whether online presence of companies exerts a mediating effect between both factors. The empirical analysis uses OLS regressions and a mimic of process method in Stata software package on a sample of 205 SMEs from Costa Rica. The findings confirm a positive relationship between competitive domestic markets and marketing capabilities, and that online presence exerts a mediating effect on this relationship, with a total effect of greater relevance for SMEs, especially in the manufacturing sector. This implies that as organisations adapt their resources and generate actions to promote the use and adoption of their online presence, they are also having a positive impact on their marketing capabilities.
KW - competitive domestic markets
KW - competitiveness
KW - marketing capabilities
KW - online presence
KW - SME
UR - http://www.scopus.com/inward/record.url?scp=85216068773&partnerID=8YFLogxK
U2 - 10.1504/IJBE.2025.143092
DO - 10.1504/IJBE.2025.143092
M3 - Artículo
AN - SCOPUS:85216068773
SN - 1740-0589
VL - 16
SP - 19
EP - 38
JO - International Journal of Business Environment
JF - International Journal of Business Environment
IS - 1
ER -