Congruence of domestic and export marketing strategies ‐ An empirical investigation of its performance implications

David B. Stewart (Faculty of Business, Memorial University, St John’s, Canada, and)
Andrew McAuley (Department of Marketing, University of Stirling, Scotland)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 2000

Abstract

Discusses the concept of strategic composites, based upon the linkage of domestic and export marketing strategies of small, medium sized manufacturing firms. Four distinct composites are derived empirically for each of two national groups of exporters (Canadian and UK firms). With some minor variations, three particular composites are shown to be common to both Canadian and UK exporters. Concludes by examining the association between the export environment and the selected composite, and the effect that this has upon export performance.

Keywords

Citation

Stewart, D. and McAuley, A. (2000), "Congruence of domestic and export marketing strategies ‐ An empirical investigation of its performance implications", International Marketing Review, Vol. 17 No. 6, pp. 563-586. https://doi.org/10.1108/02651330010356627

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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