Antecedents and Consequences of Firms’ Export Commitment: An Empirical Study

Abstract

Theory posits that export commitment is key to the effective implementation of resource-led strategy. The authors investigate the role of export commitment, considered a multidimensional construct, in linking export resources and capabilities to positional advantages achieved in foreign markets. They test their resource-based view assertions among a multi-industry sample of 150 Spanish exporters. The results show that experiential resources, specific export capabilities, and export market orientation (EMO) reinforce export commitment, which exerts a positive effect on perceived positional advantages. These perceptions also are likely to be positive if the firm adapts its marketing mix to the needs of its foreign markets. Moreover, the results show that EMO exerts a positive influence on marketing-mix adaptation. Resources linked to experience and informational knowledge about foreign markets foster the development of capabilities (i.e., specific export capabilities and/or EMO). Finally, the results indicate that specific export capabilities influence EMO. The authors conclude with a discussion of practical implications for facilitating export competitive strategy and success.

Relationship Between Inflation and Real Economic Growth in Rwanda

“…They were told that the overall satisfaction about EP should include the areas of international sales growth, export business profitability, the firm's image in foreign markets, international expansion, and market share (Cavusgil and Zou 1994;Navarro-García et al 2015;Navarro et al 2010 ).…”

Intensidad exportadora y fortalezas percibidas en la estrategia de marketing: Una perspectiva basada en la experiencia de empresas exportadoras españolas

“…La mayoría de los estudios se centran en el análisis de la influencia de la estandarización de precios sobre la actuación exportadora, llegándose a resultados contradictorios (Zou, Andrus & Norvell, 1997 Lengler, 2009;Navarro, Acedo, Robson, Ruzo & Losada, 2010;Navarro et al, 2011;Martínez-Villavicencio, 2011). Así, cabe cuestionarse si en general el precio es una fortaleza releva nte para la actuación exportadora o como afirman Cavusgil y Zou (1994) nos encontramos ante una variable irrelevante para la construcción de una ventaja competitiva en el proceso de internacionalización de las empresas.…”

Export market effectiveness: the role of export commitment, innovativeness and marketing capabilities

“…Other factors may be considered as antecedents of marketing capabilities, innovativeness, export commitment or export market effectiveness itself, such as market orientation (e.g., Murray et al, 2011;Navarro, Acedo, Robson, Ruzo, & Losada, 2010;Trainor, Rapp, Beitelspacher, & Schillewaert, 2011), learning orientation (e.g., O'Cass & Weerawardena, 2010, and entrepreneurial intensity (e.g., Weerawardena & O'Cass, 2004).…”