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.
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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
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