Antecedents of Proactive Marketing Management Capability: Evidence from Instant and Convenience Foods Businesses in Thailand

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Yuthachai Krokaew
Prathanporn Jhundra-Indra
Sutana Boonlua


An extensive literature has investigated the outcomes of proactive marketing orientation, relatively little is known about the antecedents of proactive marketing orientation. The purpose of this research is to examine the effect of antecedents on proactive marketing management capability. Besides, this research examines the moderating role of learning orientation on the relationships among antecedents and proactive marketing management capability. According to the majority of new variable measurement, the pre-test is used to validate all constructs. The convergent validity was evaluated by the factor loading of all constructs between 0.716 - 0.928 that greater than the 0.4 cut off. The reliability estimation, the Cronbach’s alpha of all variables were shown between 0.854 – 0.886 that greater than the 0.7 cut off. Data was collected from 163 Thai instant and convenience foods firms by questionnaire mail survey. The results reveal that marketing vision for long-term operation, market culture awareness, marketing competency development, and market uncertainty pressure have positively significant influence on proactive marketing management capability. Moreover, learning orientation has a positive moderate effect on the relationships between marketing competency development and proactive marketing management capability and technological complexity force and proactive marketing management capability. Lastly, the contributions and conclusion of this research are provided as well.

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