Export performance as an antecedent of export commitment and marketing strategy adaptation Evidence from small and medium‐sized exporters

Export performance as an antecedent of export commitment and marketing strategy adaptation... This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Export performance as an antecedent of export commitment and marketing strategy adaptation Evidence from small and medium‐sized exporters

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548933
Publisher site
See Article on Publisher Site

Abstract

This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Organizational performance; Marketing strategy; Exports; Standardization; Portugal

References

  • Participation in strategic decision making: the role of organizational predisposition and issue interpretation
    Ashmos, D.P.; Duchon, D.; McDaniel, R.R. Jr
  • International Marketing Research
    Douglas, S.P.; Craig, S.C.
  • Interpretations on automatic: a different view of strategic issue diagnosis
    Dutton, J.
  • The creation of momentum for change through the process of strategic issue diagnosis
    Dutton, J.; Duncan, R.B.

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