TY  - JOUR
AB  - 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.
VL  - 34
IS  - 5
SN  - 2040-8269
DO  - 10.1108/01409171111128698
UR  - https://doi.org/10.1108/01409171111128698
AU  - Ruzo Emilio
AU  - Losada Fernando
AU  - Navarro Antonio
AU  - Díez José A.
PY  - 2011
Y1  - 2011/01/01
TI  - Resources and international marketing strategy in export firms: Implications for export performance
T2  - Management Research Review
PB  - Emerald Group Publishing Limited
SP  - 496
EP  - 518
Y2  - 2024/04/26
ER  -