Managers’ Perceived Risk, Experiential Knowledge, Marketing Capability and International Performance: A Study of Chinese International Enterprises

Abstract

Mass globalization and rampant softening of local economic conditions has made international expansion the inevitable choice for many maturing enterprises. It is therefore critical for international enterprises to understand dynamic and complex market variables when considering how to acquire competitive advantages. This study finds that the marketing capabilities constructed and fostered by Chinese international enterprises can positively affect international performance. In addition, managers’ perceived risks and experiential knowledge of the international markets have a positive influence on the formation of the enterprise’s marketing capabilities. Another important finding suggests that managers’ experiential knowledge positively influences the firm’s international performance.