Explaining international performance: marketing mix, planning, and their interaction

Aviv Shoham (Lecturer of Marketing, Technion‐Israel Institute of Technology, Haifa, Israel)
Fredric Kropp (Assistant Professor of Marketing, Bond University, Gold Coast, Queensland, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 April 1998

Abstract

The extent of globalization of many world markets has made international marketing a crucial determinant of firms’ performance. Most prior research used few measures of performance and explanatory strategy variables and, in some cases, did not discuss their reliability and validity. The research reported here includes a more comprehensive set of performance variables and investigates the reliability and validity of these measures of performance, as well as explanatory variables’ measures. Research hypotheses about export performance as an outcome of international firm strategies covering channels of distribution, product, promotion, pricing, and planning are tested by data from a mail survey and from in‐depth interviews. The findings are used to suggest managerial implications in the context of international marketing strategy.

Keywords

Citation

Shoham, A. and Kropp, F. (1998), "Explaining international performance: marketing mix, planning, and their interaction", Marketing Intelligence & Planning, Vol. 16 No. 2, pp. 114-123. https://doi.org/10.1108/02634509810209641

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Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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