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Article
Publication date: 22 September 2022

Carl Arthur Solberg and François Durrieu

This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network…

1058

Abstract

Purpose

This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network, domestic network, standardization/adaptation and positioning. The authors aim at identifying optimal use of these strategic vehicles to achieve firm performance.

Design/methodology/approach

The authors construct a database of 132 Norwegian exporters and identify, through cluster analysis, three different categories of firms. They use multi-group analysis to explore strategy–performance pattern in each group.

Findings

All four strategic levers impact positively on the performance, but only two of them (marketing networks and positioning) with major impact. Standardization and domestic networks play a minor role. Based on these strategic levers, the authors identify three strategic groups (opportunists, networks seekers and global marketers) with different optimal export strategy patterns. The authors argue that these groups represent firms in different stages, epitomizing a learning process in three stages.

Research limitations/implications

A broader perspective of strategy variables should be included to get a more complete picture of the “optimal” model for different groups of exporters. Other marketing mix factors and the firm’s stance toward governance in international markets (operation modes) should therefore be included in the repertoire of strategy drivers determining group membership and to analyse their pattern.

Practical implications

Opportunists are advised to focus on positioning through domestic network relations; network seekers should concentrate on building marketing networks. Global marketers may carry out standardization strategies – preferably in collaboration with their marketing partners in export markets. For the two other groups, there is no evidence that speak in favour of such approach, nor for its counterpart, adaptation. For export promotion agencies, the authors suggest enhanced support to establish network partners.

Originality/value

The authors introduce strategic levers not yet explored in the export literature. Furthermore, they use a contingency causal approach to explain differences in strategy development (in international markets) and the link with performance.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 12 September 2008

Carl Arthur Solberg and François Durrieu

The purpose of this paper is to seek answers to the question of the impact of different classes of strategy (generic and international) on firm performance in international…

8280

Abstract

Purpose

The purpose of this paper is to seek answers to the question of the impact of different classes of strategy (generic and international) on firm performance in international markets.

Design/methodology/approach

Survey of 213 British SME exporters, using EQS.

Findings

The paper concludes that Porter's generic strategies have both a direct and an indirect impact through international marketing strategies on firm performance, and that the combined impact of the two levels yields better returns than either of them individually. Furthermore, it questions the wisdom of a stepwise approach to international markets and highlights the importance of a challenger strategy.

Research limitations/implications

This research is limited to British SMEs and needs to be supplemented by research from other countries. Also, it explores the effect of only a limited number of confirmed international marketing strategies, excluding for instance the standardisation construct – a key construct in international marketing.

Practical implications

Managers may derive guidance in their planning by applying the model and the findings in their own deliberations.

Originality/value

Little agreement has been reached as to the impact of different international marketing strategies, let alone the classification of strategies themselves. This paper analyses firm strategy in two levels – generic strategies and five groups of international marketing strategies.

Details

International Marketing Review, vol. 25 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 12 January 2010

Carl Arthur Solberg and Ulf H. Olsson

The purpose of this paper is to contrast three management orientations relevant for exporters: export, technology and customer orientations. The general hypothesis is that all…

3340

Abstract

Purpose

The purpose of this paper is to contrast three management orientations relevant for exporters: export, technology and customer orientations. The general hypothesis is that all orientations covariate positively with export performance. However, an alternative hypothesis regarding customer relations is propounded (negative impact on performance).

Design/methodology/approach

Regression‐based techniques are used.

Findings

The results support the hypotheses that export performance increases with export commitment. Technology orientation correlates positively with export performance. On the other hand, the much venerated customer orientation shows negative correlation with export performance.

Originality/value

This paper argues that customer orientation may turn into what might be called customer obsession, without due attention to cost consequences and strategic orientation. Also, too much customer orientation may lead the firm away from its ability to innovate, leaving the company behind its competitors in the longer term. The interaction between customer and technology orientation gave no effect.

Details

Baltic Journal of Management, vol. 5 no. 1
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 9 December 2022

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

172

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This paper outlines the different marketing strategies that can be employed when expanding into international markets.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 39 no. 1
Type: Research Article
ISSN: 0258-0543

Keywords

Content available
Article
Publication date: 16 May 2008

1032

Abstract

Details

Baltic Journal of Management, vol. 3 no. 2
Type: Research Article
ISSN: 1746-5265

Content available
Article
Publication date: 6 January 2012

1068

Abstract

Details

Baltic Journal of Management, vol. 7 no. 1
Type: Research Article
ISSN: 1746-5265

Keywords

Content available
Article
Publication date: 12 January 2010

Asta Pundziene

852

Abstract

Details

Baltic Journal of Management, vol. 5 no. 1
Type: Research Article
ISSN: 1746-5265

Article
Publication date: 1 March 1989

Joan Beam

Recently, American social behavior during the 1980s has been compared, both favorably and unfavorably, with the attitudes and culture of the United States during the years…

Abstract

Recently, American social behavior during the 1980s has been compared, both favorably and unfavorably, with the attitudes and culture of the United States during the years 1950–1959. The past two decades of rebellion, student protest, liberal sexual practices, radical politics, and strong civil and women's rights movements have all passed.

Details

Reference Services Review, vol. 17 no. 3
Type: Research Article
ISSN: 0090-7324

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