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

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  • Lages, Luis Filipe
  • Jap, Sandy D.

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

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

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    1. James G. March, 1991. "Exploration and Exploitation in Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 71-87, February.
    2. Warren J Bilkey, 1978. "An Attempted Integration of the Literature on the Export Behavior of Firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 9(1), pages 33-46, March.
    3. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    4. 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.
    5. 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.
    6. 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.
    7. Kenneth E. Boulding, 1956. "General Systems Theory--The Skeleton of Science," Management Science, INFORMS, vol. 2(3), pages 197-208, April.
    8. JS Armstrong & Terry Overton, 2005. "Estimating Nonresponse Bias in Mail Surveys," General Economics and Teaching 0502044, EconWPA.
    9. V H Kirpalani & N B Macintosh, 1980. "International Market Effectiveness of Technology-Oriented Small Firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 11(3), pages 81-90, September.
    10. 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.
    11. 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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    Citations

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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. Subhani, Muhammad Imtiaz, 2008. "Determinants of export performance in textile industries of Pakistan," MPRA Paper 36160, University Library of Munich, Germany.
    3. Fernandes, Joana Cosme & Lages, Luis Filipe, 2002. "The SERPVAL scale: a multi-item scale for measuring service personal values," FEUNL Working Paper Series wp423, Universidade Nova de Lisboa, Faculdade de Economia.

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