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pivotal technological facilitator that enhances dynamic marketing capabilities, ultimately
driving the export success of Vietnamese SMEs.
2.2. Hypotheses
2.2.1. The impact of dynamic marketing capabilities on export performance
Market orientation capability (MOC) and export performance:
In volatile export markets, Market Orientation Capability (MOC) is essential for
deciphering complex customer needs and navigating intense competition. This capability
stems from the systematic collection, dissemination, and cross-functional response to
market intelligence regarding customers, competitors, and macro-environmental shifts
(Narver & Slater, 1990). While reactive market orientation helps develop core capabilities
through an "outside-in" approach, proactive orientation—coupled with knowledge
transformation—significantly boosts export performance (Asseraf & Shoham, 2019;
Hoque et al., 2020). By addressing both expressed and latent customer needs, MOC acts
as a higher-order capability that facilitates superior market positioning and export success.
H1a: MOC has a positive effect on EP.
Customer relationship management capability (CRMC) and export performance:
CRMC is a cross-functional process that enables firms to identify, maintain, and
strengthen buyer relationships by leveraging customer knowledge (Boulding et al., 2005).
In diverse international markets, CRMC allows exporting firms to systematically manage
interactions with stakeholders, enhancing satisfaction and loyalty (Morgan et al., 2004).
Beyond simple knowledge management (Merrilees et al., 2011), CRMC improves a firm’s
adaptability and fosters long-term bonds, ultimately driving higher profitability and
performance in foreign markets.
H1b: CRMC has a positive effect on EP.
Brand management capability (BMC) and export performance:
Brand Management Capability (BMC) is a primary driver of competitive advantage
in volatile global arenas, where strong brand positioning is vital for maintaining market
share (Spyropoulou et al., 2010). A robust brand enhances corporate image, commands
premium prices, and secures superior export outcomes (Zou et al., 1998). BMC results
from integrated processes that develop and exploit brand assets through coordinated
marketing research and activities (Morgan, 2012; Huang & Tsai, 2013). Particularly in
challenging environments, a strong brand provides the trust and credibility necessary to
successfully launch new offerings (Beverland et al., 2010).
H1c: BMC has a positive effect on EP.
New product development capability (NPDC) and export performance:
With shrinking product life cycles, continuous innovation via New Product
Development Capability (NPDC) is vital for survival. NPDC involves exploring and
exploiting knowledge to translate ideas into products that meet evolving international
demands. Evidence suggests that NPDC enables a steady flow of innovative offerings,
providing the differentiation necessary to improve export performance (Lages et al.,
2009). As an intermediate marketing capability, NPDC fosters proactive innovation over
mere exploitation (Merrilees et al., 2011), making it a strategic enabler of long-term
market presence and competitiveness.
H1d: NPDC has a positive effect on EP.
2.2.2. The moderating role of AIBDA application
AIBDA as a moderator for MOC and EP:

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