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Resources and international marketing strategy in export firms

Author

Listed:
  • Emilio Ruzo
  • Fernando Losada
  • Antonio Navarro
  • José A. Díez

Abstract

Purpose - The purpose of this paper is to use the resource‐based view (RBV) to analyze the influence of the resources available for the export activity (deriving from the firm's size, experience and structure) and the international marketing strategy on export performance. Design/methodology/approach - A sample of Spanish companies is analyzed using logit modeling. Findings - The results show that the resources available are essential antecedents of the type of export strategy chosen by the firm to compete in international markets and of its export performance. Likewise, although the international expansion strategy adopted does not affect export performance, the decision about whether to standardize or adapt the marketing‐mix elements does have an impact. Originality/value - The paper tries to solve the problem arising from the contradictory results on the effect of export performance antecedents using the RBV as theoretical foundation. With that purpose, the authors analyze jointly the factors proposed as potential determinants in this research.

Suggested Citation

  • Emilio Ruzo & Fernando Losada & Antonio Navarro & José A. Díez, 2011. "Resources and international marketing strategy in export firms," Management Research Review, Emerald Group Publishing Limited, vol. 34(5), pages 496-518, April.
    • Handle: RePEc:eme:mrrpps:v:34:y:2011:i:5:p:496-518
    DOI: 10.1108/01409171111128698
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    Citations

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    Cited by:

    1. Losilla Solano, Luis Vinicio & Brümmer, Bernhard & Engler, Alejandra & Otter, Verena, 2019. "Effects of intra- and inter-regional geographic diversification and product diversification on export performance: Evidence from the Chilean fresh fruit export sector," Food Policy, Elsevier, vol. 86(C), pages 1-1.
    2. Navarro-García, Antonio & Sánchez-Franco, Manuel J. & Rey-Moreno, Manuel, 2016. "Relational governance mechanisms in export activities: Their determinants and consequences," Journal of Business Research, Elsevier, vol. 69(11), pages 4750-4756.
    3. Ângelo Miguel R. Cabral & Fernando Manuel P. O. Carvalho & José António Vasconcelos Ferreira, 2020. "International Performance of SMEs’ International Strategic Groups," Administrative Sciences, MDPI, vol. 10(3), pages 1-24, September.
    4. Navarro-García, Antonio & Arenas-Gaitán, Jorge & Javier Rondán-Cataluña, F. & Rey-Moreno, Manuel, 2016. "Global model of export performance: Moderator role of export department," Journal of Business Research, Elsevier, vol. 69(5), pages 1880-1886.
    5. José Andrade & Mário Franco & Luis Mendes, 2023. "Facilitating and Inhibiting Effects of Organisational Ambidexterity in SME: an Analysis Centred on SME Characteristics," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(1), pages 35-64, March.
    6. Hutami Lusia Tria Hatmanti & Kurniawan Ignatius Soni, 2019. "The Analysis of Marketing performance in Yogyakarta SMEs," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 170-180, December.
    7. Catherine Wanjiru Gathitu & Elegwa Mukulu & John Kihoro, 2021. "The influence of credit on the growth of YEDF- funded group-based enterprises in Nairobi County, Kenya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 183-194, March.
    8. Wong, Tommy & Wickham, Mark, 2015. "An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective," Tourism Management, Elsevier, vol. 48(C), pages 439-454.
    9. Cieślik, Jerzy & Kaciak, Eugene & Thongpapanl, Narongsak (Tek), 2015. "Effect of export experience and market scope strategy on export performance: Evidence from Poland," International Business Review, Elsevier, vol. 24(5), pages 772-780.
    10. Navarro-García, Antonio & Rey-Moreno, Manuel & Barrera-Barrera, Ramón, 2017. "Compromisso, recursos, empreendimento exportador e resultados empresariais," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 57(2), April.
    11. Navarro-García, Antonio & Schmidt, Arturo Calvo-Mora & Rey-Moreno, Manuel, 2015. "Antecedents and consequences of export entrepreneurship," Journal of Business Research, Elsevier, vol. 68(7), pages 1532-1538.
    12. Navarro-García, Antonio, 2016. "Drivers of export entrepreneurship," International Business Review, Elsevier, vol. 25(1), pages 244-254.

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