Title: The moderating role of innovation intensity between international marketing strategy and international marketing performance: branding and commitment in international marketing

Authors: Majeed Mustafa Othman Mansour

Addresses: Arab American University, P.O. Box 240, Jenin, 13 Zababdeh, Palestine

Abstract: This study sheds light on international marketing literature and investigates the moderating role of innovation intensity between international marketing strategy and international marketing performance. An administrative survey was conducted towards international marketing managers belongs to retail industry. Structural equation modelling (SEM) technique was used for inferential analysis. Results indicate that altogether, international commitment, brand orientation, brand repositioning, control international branding activities, and congruence of marketing environment explained a substantial variance in international marketing strategy. Effect size analysis f-square showed that international marketing strategy had medium level of effect size on international marketing strategy. The research model was further extended with moderating effect of innovation intensity. Interaction effect confirmed the moderating effect of innovation intensity and indicates that the relationship between international marketing strategy and international marketing performance will be higher when innovation intensity is higher. Lastly, theoretical and managerial implications are discussed with IPMA analysis.

Keywords: innovation intensity; international commitment; brand orientation; brand repositioning; structural equation modelling; SEM; control international branding activities.

DOI: 10.1504/IJBIR.2021.117088

International Journal of Business Innovation and Research, 2021 Vol.25 No.4, pp.431 - 452

Received: 25 Jul 2019
Accepted: 16 Aug 2019
Published online: 17 Aug 2021 *

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