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Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance

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  • Navarro, Antonio
  • Losada, Fernando
  • Ruzo, Emilio
  • Díez, José A.
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    Abstract

    The aim of this exploratory paper is to fill an important gap in the international marketing literature by examining the influence of firm behavior in foreign markets (export commitment and adaptation of marketing tactics) on perceived competitive advantages and export performance. Using a sample of 150 Spanish export firms, the study found that firms that are more committed to their foreign markets are more willing to adapt elements of the marketing program. These firms also perform better in foreign markets. Moreover, the results also point out that adapting marketing tactics does not have direct effects on export performance, although it does have on the achievement of perceived competitive advantages in foreign markets, which positively influence export performance.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of World Business.

    Volume (Year): 45 (2010)
    Issue (Month): 1 (January)
    Pages: 49-58

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    Handle: RePEc:eee:worbus:v:45:y:2010:i:1:p:49-58

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    Related research

    Keywords: Perceived competitive advantages Adaptation of marketing tactics Export commitment Export performance;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Ling-yee, Li & Ogunmokun, Gabriel O., 2001. "Effect of export financing resources and supply-chain skills on export competitive advantages: implications for superior export performance," Journal of World Business, Elsevier, vol. 36(3), pages 260-279, October.
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    3. Calantone, Roger J. & Kim, Daekwan & Schmidt, Jeffrey B. & Cavusgil, S. Tamer, 2006. "The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparison," Journal of Business Research, Elsevier, vol. 59(2), pages 176-185, February.
    4. Bruhn, Manfred & Georgi, Dominik & Hadwich, Karsten, 2008. "Customer equity management as formative second-order construct," Journal of Business Research, Elsevier, vol. 61(12), pages 1292-1301, December.
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    9. John W Cadogan & Adamantios Diamantopoulos & Judy A Siguaw, 2002. "Export Market-oriented Activities: Their Antecedents and Performance Consequences," Journal of International Business Studies, Palgrave Macmillan, vol. 33(3), pages 615-626, September.
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    12. Schuh, Arnold, 2000. "Global standardization as a success formula for marketing in Central Eastern Europe?," Journal of World Business, Elsevier, vol. 35(2), pages 133-148, July.
    13. Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
    14. Ruiz, David Martín & Gremler, Dwayne D. & Washburn, Judith H. & Carrión, Gabriel Cepeda, 2008. "Service value revisited: Specifying a higher-order, formative measure," Journal of Business Research, Elsevier, vol. 61(12), pages 1278-1291, December.
    15. Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
    16. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. " A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 30(2), pages 199-218, September.
    17. Brendan J Gray, 1997. "Profiling Managers to Improve Export Promotion Targeting," Journal of International Business Studies, Palgrave Macmillan, vol. 28(2), pages 387-420, June.
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    Cited by:
    1. Leonidou, Leonidas C. & Palihawadana, Dayananda & Chari, Simos & Leonidou, Constantinos N., 2011. "Drivers and outcomes of importer adaptation in international buyer-seller relationships," Journal of World Business, Elsevier, vol. 46(4), pages 527-543, October.
    2. Anissa Chaibi & Hind El Makrini, 2014. "On the Role of Management Commitment in Export Performance: A Meta-Analysis," Working Papers 2014-129, Department of Research, Ipag Business School.
    3. Navarro-García, Antonio & Arenas-Gaitán, Jorge & Rondán-Cataluña, F. Javier, 2014. "External environment and the moderating role of export market orientation," Journal of Business Research, Elsevier, vol. 67(5), pages 740-745.

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