Affects of marketing capabilities on export performance using resource based view: assessment on manufacturing companies

For the last years, under increasing intensive competitive conditions, manufacturing firms has been seeking ways to create advantages against their competitors that lead them to change their product oriented strategy to build market oriented strategy. Thus it is important for those firms, built their strategies as market oriented, to define their activities and use their resources to increase their export performance. In this study, using resource based view, important resources and marketing capabilities of manufacturing companies that play key roles in their export performance were examined. Then after, to understand in depth, affects of those defined resources and marketing capabilities on manufacturing firms export performance, export activities of 14 Turkish manufacturing firms in different sectors were investigated by critical incident method .