International Orientation, Marketing Mix and the Performance of International Firms: an Emprical Analysis
AbstractIn this article we present an empirical study of the impact of international orientation on the performance of firms operating internationally. We discuss and compare three different concepts of international orientation. As international orientation has an important influence on contacts with customers, we examine the relationship between international orientation and marketing and its effects on performance. We test this relationship for 257 internationally operating companies based in Germany. The results show that the companies we studied are predominantly geocentrically oriented and that a company's coordination of its international orientation and marketing mix has a significant impact on company performance.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoPaper provided by Friedrich-Schiller-University Jena, School of Economics and Business Administration in its series Jena Research Papers in Business and Economics - Working and Discussion Papers with number 14/2007.
Date of creation: 20 Aug 2007
Date of revision:
Postal: If a paper is not downloadable, please contact the author(s) or the library of University of Jena, not the archive maintainer.
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statistics
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ().
If references are entirely missing, you can add them using this form.