A contingency approach to marketing mix adaptation and performance in international marketing relationships
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.
|Date of creation:||2002|
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- Fraser, Cynthia & Hite, Robert E., 1990. "Impact of international marketing strategies on performance in diverse global markets," Journal of Business Research, Elsevier, vol. 20(3), pages 249-262, May.
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- Montgomery, David B. & Lages, Luis Filipe, 2001. "Export Assistance, Price Adaptation to the Foreign Market, and Annual Export Performance Improvement: A Structural Model Examination," Research Papers 1700, Stanford University, Graduate School of Business.
- Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
- Peter G P Walters, 1986. "International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(2), pages 55-69, June.
- Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
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