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International marketing strategy and export performance in Spanish SMEs: a contingency approach

Author

Listed:
  • Maria Cristina Stoian
  • Alex Rialp
  • Josep Rialp

Abstract

This paper investigates whether the degree of standardisation/adaptation of the overall international marketing strategy influences the export performance in SMEs, taking into account the moderating effect of internal and external variables. Drawing on a contingency approach of international marketing strategy standardisation/adaptation, a conceptual model is proposed and tested with a sample of Spanish exporting SMEs using structural equation modelling (SEM). Based on the findings, a more standardised international marketing strategy benefits larger SMEs and those firms which perceive the environmental differences between the home-host markets as important barriers for the export activity; whereas a more adapted international marketing strategy appears to be preferable for smaller SMEs as well as for companies which belong to low-technology industries or do not see the environmental differences as high export barriers.

Suggested Citation

  • Maria Cristina Stoian & Alex Rialp & Josep Rialp, 2012. "International marketing strategy and export performance in Spanish SMEs: a contingency approach," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 15(2), pages 213-236.
    • Handle: RePEc:ids:ijesbu:v:15:y:2012:i:2:p:213-236
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    Citations

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    Cited by:

    1. Nuryakin & Vincent Didiek Wiet Aryanto & Mulyo Budi Setiawan, 2018. "Mediating effect of value creation in the relationship between relational capabilities on business performance," Contaduría y Administración, Accounting and Management, vol. 63(1), pages 33-34, Enero - M.
    2. Hultman, Magnus & Iveson, Abbie & Oghazi, Pejvak, 2023. "Talk less and listen more? The effectiveness of social media talking and listening tactics on export performance," Journal of Business Research, Elsevier, vol. 159(C).
    3. Nyu, Valeria & Nilssen, Frode & Kandemir, Destan, 2022. "Small exporting firms’ choice of exchange mode in international marketing channels for perishable products: A contingency approach," International Business Review, Elsevier, vol. 31(1).

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