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Export Assistance, Price Adaptation to the Foreign Market, and Annual Export Performance Improvement: A Structural Model Examination

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Author Info
Montgomery, David B. (Stanford U)
Lages, Luis Filipe (Nova U, Lisbon)
Abstract

The increasing amount of export assistance provided to firms of rich and poor countries, shows the high priority given by national and international policy makers to the encouragement of international trade. Despite this, relatively few international business researchers have discussed the effectiveness of such export assistance. This paper provides an empirical foundation for simultaneously analyzing the effects of export assistance, together with management international experience/expertise and competition in the industry/commerce, on the decision to adapt or standardize the domestic pricing strategy to the main foreign market and ultimately improve a firm's annual export performance. Surprisingly, the findings reveal that the total effects of export assistance on export performance are non-significant because exporters use the support they receive to develop inaccurate pricing strategies (i.e. although support has a direct positive impact on performance, there is a negative indirect impact of support on performance through pricing strategy). These and other surprising results have important implications for both public policy and marketing management decision-making, and suggest several potentially fruitful streams of research.

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Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number 1700.

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Date of creation: Aug 2001
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Handle: RePEc:ecl:stabus:1700

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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.:

  1. Samiee, Saeed, 1987. "Pricing in marketing strategies of U.S.- and foreign-based companies," Journal of Business Research, Elsevier, vol. 15(1), pages 17-30, February. [Downloadable!] (restricted)
  2. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. " Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 15(4), pages 473-81, March.
  3. JS Armstrong & Terry Overton, 2005. "Estimating Nonresponse Bias in Mail Surveys," General Economics and Teaching 0502044, EconWPA. [Downloadable!]
  4. Tamer Cavusgil, S. & (Manek) Kirpalani, V. H., 1993. "Introducing products into export markets: Success factors," Journal of Business Research, Elsevier, vol. 27(1), pages 1-15, May. [Downloadable!] (restricted)
  5. Reid, Stan, 1984. "Information acquisition and export entry decisions in small firms," Journal of Business Research, Elsevier, vol. 12(2), pages 141-157, June. [Downloadable!] (restricted)
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  1. Lages, Luis Filipe & Jap, Sandy D., 2002. "A contingency approach to marketing mix adaptation and performance in international marketing relationships," FEUNL Working Paper Series wp411, Universidade Nova de Lisboa, Faculdade de Economia. [Downloadable!]
  2. Lages, Luis Filipe & Lages, Cristiana Raquel & Lages, Carmen, 2004. "The APEV Scale: A Measure of Annual Performance of an Export Venture," FEUNL Working Paper Series wp458, Universidade Nova de Lisboa, Faculdade de Economia. [Downloadable!]
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