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A contingency approach to marketing mix adaptation and performance in international marketing relationships

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  • Luis Filipe Lages
  • Sandy D. Jap

Abstract

In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. A survey of over 500 export managers indicates that external forces play a greater role in explaining marketing strategy adaptation than do internal forces. Moreover, satisfaction with performance improvement in the current year is affected (i) directly by the internal forces of the firm, (ii) indirectly by external forces, and (iii) both directly and indirectly by satisfaction with the preceding years export performance. Implications for the management of exporting relationships also are discussed.

Suggested Citation

  • Luis Filipe Lages & Sandy D. Jap, 2002. "A contingency approach to marketing mix adaptation and performance in international marketing relationships," Nova SBE Working Paper Series wp411, Universidade Nova de Lisboa, Nova School of Business and Economics.
    • Handle: RePEc:unl:unlfep:wp411
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    References listed on IDEAS

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    Cited by:

    1. Muhammad Imtiaz Subhani & Sukaina Habib & Amber Osman, 2007. "Determinants of Export Performance in Textile Sector of Pakistan," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 1(1), pages 11-15, Spring.
    2. Ebadullah Akbari & Samad Aali & Yaghoub Alavi Matin & Morteza Mahmoudzadeh, 2021. "Evaluating Export Incentive Programs' Performance of Trade Promotion Organization of Iran on Export Performance: The Mediating Role of Exporting Companies' Marketing Implementation Capabilities and th," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 11(4), pages 3-23.
    3. Subhani, Muhammad Imtiaz, 2008. "Determinants of export performance in textile industries of Pakistan," MPRA Paper 36160, University Library of Munich, Germany.
    4. Joana Cosme Fernandes & Luis Filipe Lages, 2002. "The SERPVAL scale: a multi-item scale for measuring service personal values," Nova SBE Working Paper Series wp423, Universidade Nova de Lisboa, Nova School of Business and Economics.

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