Resources and international marketing strategy in export firms: Implications for export performance

Emilio Ruzo (Faculty of Business Management, University of Santiago, Lugo, Spain)
Fernando Losada (Faculty of Business Management, University of Santiago, Lugo, Spain)
Antonio Navarro (Department of Business and Marketing Management, Faculty of Business Management, University of Seville, Seville, Spain)
José A. Díez (Faculty of Business Management, University of Santiago, Lugo, Spain)

Management Research Review

ISSN: 2040-8269

Publication date: 26 April 2011

Abstract

Purpose

The purpose of this paper is to use the resource‐based view (RBV) to analyze the influence of the resources available for the export activity (deriving from the firm's size, experience and structure) and the international marketing strategy on export performance.

Design/methodology/approach

A sample of Spanish companies is analyzed using logit modeling.

Findings

The results show that the resources available are essential antecedents of the type of export strategy chosen by the firm to compete in international markets and of its export performance. Likewise, although the international expansion strategy adopted does not affect export performance, the decision about whether to standardize or adapt the marketing‐mix elements does have an impact.

Originality/value

The paper tries to solve the problem arising from the contradictory results on the effect of export performance antecedents using the RBV as theoretical foundation. With that purpose, the authors analyze jointly the factors proposed as potential determinants in this research.

Keywords

Citation

Ruzo, E., Losada, F., Navarro, A. and Díez, J.A. (2011), "Resources and international marketing strategy in export firms: Implications for export performance", Management Research Review, Vol. 34 No. 5, pp. 496-518. https://doi.org/10.1108/01409171111128698

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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