Antecedents of international pricing adaptation and export performance

Pricing to manage export channel relationships

“…Previous research in exporting (Cavusgil, Chan, & Zhang, 2003;Lages & Montgomery, 2005;Myers & Harvey, 2001;Solberg, Stöttinger, & Yaprak, 2006;Sousa & Bradley, 2008; for a comprehensive review, see Tan & Sousa, 2011;Tzokas, Hart, Argouslidis, & Saren, 2000) has focused on export price setting and international price adaptation/standardization. To achieve adequate performance in foreign markets, existing research has highlighted among other influencing factors on export prices, the level of competition in the foreign market (e.g., Cavusgil & Zou, 1994;Lages & Montgomery, 2005;Myers, Cavusgil, & Diamantopoulos, 2002).…”

The Role of Marketing Standardization/Adaptation Strategies on Managers’ Satisfaction with Export Performance: Proposal of a Conceptual Framework

“…Firm Size Many previous studies indicate that firm size affects the standardisation/adaptation of the marketing mix elements(H. F. Chung, 2008Chung, , 2009Sousa & Bradley, 2008). Larger firms that have competitive advantage over local and international competitors are more expected to implement a universal marketing strategy (Sorenson & Wiechmann, 1975) and usually larger firms are the firms that take advantages of marketing mix standardisation (Soares, Farhangmeher, & Shoham, 2003).…”

“…Public-policy-makers understand exporting as a method of gathering foreign exchange reserves, increasing employment levels, improving productivity, and in this manner enhancing prosperity (Sousa et al, 2008). Managers see importance of exporting because it improves corporate growth and guarantees company survival in the long term (Samiee & Walters, 1990).…”

“…This greater than before interest, in the subject, additionally determines the need for an updated review of the literature (Sousa et al, 2008).…”

International Sport Events: Improving Marketing

“…Remiantis kai kurių darbų (Theodosiou, Leonidou 2003;Virvilaitė, Šeinauskienė, Petrauskas 2011;Jirawunaut, Ussahawanitchakit 2011;Tan, Sousa 2012;Powers, Loyka 2010;Sousa, Lengler 2009;Katsikeas, Samiee, Theodosiou 2006;Grawel, Chandrashekaran, Dwyer 2008;Hultman, Robson, Katsikeas 2009;Schilke, Reimann, Thom 2009;Sousa, Bradley 2008) autorių nuomonėmis, prieita prie išvados standartizuoti kainą, prekę, vietą, procesą ir fizinį akivaizdumą, adaptuoti rėmimą, o elemento žmonės/publika griežtai standartizuoti ar adaptuoti nepavyksta, nes jis apima ir žiūrovus, ir personalą. Standartizacija pasireiškia tuo, kad visus vartotojus aptarnaus ta pati personalo komanda, tačiau adaptacija pasireiškia personalo atranka, kad patenkintų pagrindinius skirtingų tautų poreikius, tokius kaip kalbų mokėjimas ir kt.…”