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This paper investigates the impact of marketing innovation on firms’ participation in global value chains (GVCs) marketing activities. We test the moderating effect of international experience and technological turbulence on the relationship between firms’ participation in GVCs marketing activities and firm performance, using data from 503 Chinese firms. The results highlight that firms’ GVC marketing activity participation relies on marketing innovation to improve performance. Moreover, international experience strengthens the positive relationship between participation in GVCs marketing activities and firm performance. Surprisingly, the positive moderating effect is different under different levels of technological turbulence.

Firms’ participation in global value chains marketing activities and performance: the roles of international experience and technological turbulence