Benchmark the Marketing and Operation Capabilities for International Firms Export Performance

AbstractDespite the popularity of research on benchmarking and on market-based learning, as well as their theoretical importance, several gaps exist in the literature. Most research has tended to focus on specific disciplinary silos in isolation. For example, several studies have examined these issues in the marketing discpline. Likewise, other studies have focused on manufacturing capabilities to the neglect of other facets of firms’ operations. However, few have examined benchmarking and organizational learning in multiple discplines. The model developed in this paper furthers the understanding of firms’ benchmarking of strategies in two discplines, namely marketing and operational (R&D and manufacturing) capabilities. These are modeled as drivers of international performance