Search results
1 – 10 of over 43000Jie Gao, Tao Wang, Yu Jia and Cheng Lu Wang
Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export…
Abstract
Purpose
Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal and informal institutional distances from the host country market.
Design/methodology/approach
Survey data were collected from a sample of 251 exporters in China and analyzed with a multiple regression model to test the hypotheses.
Findings
Exporters' use of an international adaptation strategy affects their perceived legitimacy, which in turn influences their export performance. Moreover, formal institutional distance strengthens the indirect effect of an international adaptation strategy on export performance via legitimacy, whereas informal institutional distance weakens this indirect effect.
Originality/value
The study contributes to the knowledge of how and when adoption of an international adaptation strategy by exporters benefits export performance from an institutional perspective.
Details
Keywords
Maria João Guedes, Nuno Fernandes Crespo and Pankaj C. Patel
Building on contingency theory, this paper aims to investigate the extent to which the “4Ps international adaptation strategy” and internationalization intensity shape the…
Abstract
Purpose
Building on contingency theory, this paper aims to investigate the extent to which the “4Ps international adaptation strategy” and internationalization intensity shape the servitization–profitability relationship.
Design/methodology/approach
The authors use primary (survey) and secondary (archival) data to perform multiple regression analysis.
Findings
The results indicate a positive relationship between servitization and profitability, and international intensity strengthens this association. The effects, however, are not consistent across the 4Ps – the price international adaptation strategy strengthens the positive relationship between servitization and profitability, while product and place international adaptation strategies weaken that relationship.
Practical implications
The findings have implications for the role of international intensity and the 4Ps in the marketing servitization context.
Originality/value
The study provides guidance for small firms in realizing higher performance by leveraging the 4Ps in the servitization context. Counter to expectations, placement and product lead to lower performance with increasing servitization, whereas price strengthens this relationship. The study adds to the international industrial management and marketing literature, providing evidence that contingency factors such as international marketing mix adaptation/standardization strategies moderate the servitization–profitability relationship.
Details
Keywords
Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to…
Abstract
Purpose
Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense, it is therefore incumbent to synthesize the stream of research on international marketing strategy with a particular focus on emerging-market exporting firms. Accordingly, the main purpose of this study is to critically assess the related empirical body of research, and to build a conceptual framework for further development by drawing on the knowledge gaps identified.
Design/methodology/approach
To serve the research objective, this study adopts a systematic literature review methodology. In this sense, 51 articles were content-analyzed as to theoretical underpinnings, scope of research, research methodology, and empirical issues; and a comprehensive conceptual framework and research propositions were developed.
Findings
The findings of this review delineate that the pertinent literature is characterized by some contextual, methodological, and empirical weaknesses. In a nutshell, although the last decades have witnessed a burgeoning interest; the pertinent literature is still at the introductory stage and needs additional improvement.
Originality/value
By addressing the research gap concerning the requirement to synthesize and compile the empirical line of research on international marketing strategy of emerging-market exporting firms, this review study provides novel and valuable insights into the existing knowledge on the subject.
Details
Keywords
Luis Filipe Lages and David B. Montgomery
The article aims to test how pricing strategy adaptation to the foreign market mediates the relationship between export assistance and annual export performance improvement. It…
Abstract
Purpose
The article aims to test how pricing strategy adaptation to the foreign market mediates the relationship between export assistance and annual export performance improvement. It also aims to consider the effects of management international experience and export market competition.
Design/methodology/approach
Structural equation modelling with WLS estimation is used to test the direct and indirect influences of the variables on short‐term export performance.
Findings
Surprisingly, the findings reveal that the total effects of export assistance on annual export performance improvement are non‐significant, because although export assistance has a direct positive impact on performance, there is a negative indirect impact through export pricing strategy adaptation.
Research limitations/implications
These surprising results suggest that future research is required to incorporate and test the intervening and indirect effects among variables.
Practical implications
The findings also indicate that both export assistance and short‐term export performance improve with management international experience and export market competition.
Originality/value
Since both managers and public policy makers are often short‐term oriented, it is urgent to develop research to better understand determinants of short‐term performance as well as the antecedents of managerial and public policy resource allocation in the short term.
Details
Keywords
Sara Dassouli, Virginia Bodolica, Harit Satt and Mohamed M'hamdi
This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft…
Abstract
Purpose
This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.
Design/methodology/approach
Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.
Findings
The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.
Practical implications
This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.
Originality/value
The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.
Details
Keywords
Manfred Fuchs and Mariella Köstner
The purpose of this study is to investigate the relationships among organizational factors (export market experience, international commitment), external environment (competitive…
Abstract
Purpose
The purpose of this study is to investigate the relationships among organizational factors (export market experience, international commitment), external environment (competitive intensity), export marketing strategy and export success. The findings yielded by the analyses confirm that export market-specific experience and international commitment are significant drivers of export success. In addition, the results indicate that the degree of product adaptation is positively related to profitability and overall success, while price and distribution adaptation to local conditions have a direct impact on sales growth. Finally, the authors found evidence that international commitment exerts a positive effect on the adaptation of marketing strategies to country-specific requirements. Thus, the study findings can be used to formulate business and marketing strategies to improve firm’s success in overseas markets.
Design/methodology/approach
This study used PLS for dealing with formative and reflective measures and used a sample of 200 export ventures that exported on the average in more than 15 countries.
Findings
This study clearly shows that export venture success is linked to managerial commitment and experiential knowledge and that firms contribute to export venture success by adapting product to foreign markets. It is also shown that firms in more competitive environments increase their effort to adapt, leading to better export venture performance.
Research limitations/implications
Although Austrian companies are typically characterized as small- and medium-sized enterprises (SMEs), the study is limited to this sample.
Practical implications
Managers in SME should concentrate their effort on a small set of export venture countries of concentrate their capabilities and effort (commitment and personal) to increase adaptation in those selected market, which will lead to increasing export venture performance.
Originality/value
The study differentiates between formative and reflective measures which most studies in this genre do not, which is a fundamental conceptual shortcoming. This study shows with robust result the interrelation between commitment and managerial experience (intra-firm factors) and the degree of competition in foreign markets and how marketing mix adaptation affects export venture performance measured over a period of five years.
Details
Keywords
Henry F.L. Chung, Cheng Lu Wang and Pei‐how Huang
Although the relation between standardization/adaptation strategy and performance has been extensively examined in the international marketing literature, the findings concerning…
Abstract
Purpose
Although the relation between standardization/adaptation strategy and performance has been extensively examined in the international marketing literature, the findings concerning these factors are still inconclusive. The conflicting results might relate to the analysis approach adopted in prior research, which tends to focus on the direct effect of marketing strategies. By utilizing the contingency theory, the purpose of this paper is to uncover the moderation factors for the strategy‐structure‐performance paradigm in the export sector. Internal, external and product‐related factors are explored.
Design/methodology/approach
This study focuses on four strategy and structure combinations: The global approach (standardization‐centralization); the glocal approach (standardization‐decentralization); the regcal approach (adaptation‐centralization); and the local approach (adaptation‐decentralization). The interactive effect of the four approaches and a set of contingent factors are examined based on the experience of 151 exporting firms operating in the EU region. The respondent firms operate in various manufacturing and service industries.
Findings
It is revealed that firm size, international business experience, consumer characteristics, the legal environment, cultural distance and the nature of the products play a moderating role between a firm's adoption of a particular approach and its performance, as measured by market share and sales growth, dependent on the relevant marketing program elements (i.e. product, price, promotion and place).
Originality/value
The research findings presented in the paper have significant implications for future research and strategic application.
Details
Keywords
Luis Filipe Lages, José Luís Abrantes and Cristiana Raquel Lages
The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five decades. However…
Abstract
Purpose
The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five decades. However, there is no agreement in the literature about which elements integrate marketing strategy and which components of domestic strategies should be adapted to export markets. The purpose of this paper is to develop a new scale – STRATADAPT.
Design/methodology/approach
Results from a sample of small and medium‐sized industrial exporting firms support a four‐dimensional scale – product, promotion, price, and distribution strategies – of 30 items. The scale presents evidence of composite reliability as well as discriminant and nomological validity.
Findings
Findings reveal that all four dimensions of marketing strategy adaptation are positively associated with the amount of the firm's financial resources allocated to export activity.
Practical implications
The STRATADAPT scale may assist managers in developing better international marketing strategies as well as in planning more accurate and efficient marketing programs across markets.
Originality/value
This study develops a new scale, the STRATADAPT scale, which is a broad measure of export marketing strategy adaptation.
Details
Keywords
Mariola Ciszewska-Mlinarič and Piotr Trąpczyński
Adaptation of foreign market strategy and its performance outcomes have been among the key research topics in international business and international marketing. The present…
Abstract
Adaptation of foreign market strategy and its performance outcomes have been among the key research topics in international business and international marketing. The present chapter provides new evidence on the contingent nature of the adaptation-performance relationship. Drawing from the institution-based view, we argue that adaptation increases legitimacy in the foreign market, hence improving foreign market performance. This relationship can be expected to gain importance for higher levels of institutional distance. Conversely, we expect that a successful development of foreign market relationships can be an alternative way of gaining legitimacy. These statements are supported with quantitative data from 284 firms and qualitative evidence from 8 firms.
Details
Keywords
Carlos M.P. Sousa and Frank Bradley
The purpose of this paper is to identify the key factors that influence price adaptation in export markets.
Abstract
Purpose
The purpose of this paper is to identify the key factors that influence price adaptation in export markets.
Design/methodology/approach
The conceptual model was tested empirically using data collected by mail questionnaire in a sample survey of 140 firms. The results were analysed using structural equation modelling and the method of estimation was maximum likelihood (ML). Various statistical tests show that the results were reliable and valid.
Findings
The results reported here suggest that while controlling for the size of the firm, the degree of price adaptation is strongly influenced and conditioned by the degree of product, promotion, and distribution adaptation as well as by the differences that exist between the home and the foreign market.
Originality/value
Despite calls for research on the adaptation of pricing in export markets little headway has been made in understanding the issue in the literature. This study adds to the limited empirical research work done in this area. Although past research points to a link between product adaptation and price adaptation and between distribution adaptation and price adaptation, empirical research that includes simultaneously the link between the three elements of the marketing mix (product, promotion, and distribution adaptation) and price adaptation is largely missing in the literature. These relationships have been tested in this paper and found to be relevant to the understanding of pricing in international markets.
Details