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Organizing Export Strategies

Orchestration of the Global Network Organization

ISBN: 978-1-78350-953-9

Publication date: 13 August 2014

Abstract

This article supports managers in their attempts to organize effective export strategies. Exporting is not just an initial low-commitment internationalization strategy that leads naturally into higher commitment entry modes such as FDI or acquisitions. For many firms, location advantages do not justify foreign direct investments and they therefore decide to service foreign markets from their domestic markets. But despite the relevance of this internationalization mode, there does not seem to be much consolidated knowledge about the organization of successful export strategies. As a result, firms are not just confronted with the choice between export or FDI but with numerous distinct strategic exporting alternatives. The article unfolds as follows: after a brief introduction on the relevance of international trade and the characteristics of export strategies, we describe four distinct export archetypes: (1) export manager, (2) centralistic export developer, (3) export skimmer, (4) integrated export developer. This article concludes with a discussion on the impact different export models have on firm performance.

Keywords

Citation

Lojacono, G. and Venzin, M. (2014), "Organizing Export Strategies", Orchestration of the Global Network Organization (Advances in International Management, Vol. 27), Emerald Group Publishing Limited, Leeds, pp. 283-298. https://doi.org/10.1108/S1571-502720140000027011

Publisher

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Emerald Group Publishing Limited

Copyright © 2014 Emerald Group Publishing Limited