Extending Marketing Activities and Strategies from Domestic to Foreign Markets

Albaum, Gerald; Tse, David K.; Hozier, George C.; Baker, Kenneth G.

doi:10.1300/j042v16n03_06

Cited by 18 publications

(14 citation statements)

References 26 publications

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“…In countries where customers have widely different tastes or needs, an adaptation strategy is necessary (Sousa and Lengler, 2009). For instance, it has been acknowledged that export promotion strategies must be in accordance with the tastes, wants, values and attitudes in the foreign market (Albaum et al, 2003). The characteristics and availability of media are also dependent on the economic environment of the country.…”

Section: Direct Effect Of Export Managers' Perceived Psychic Distancementioning

confidence: 99%

Market intelligence effect on perceived psychic distance, strategic behaviours and export performance in industrial SMEs

García

Peris-Oritz

Barrera

2016

JBIM

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Purpose-This paper has two objectives in the area of industrialised small-and medium-sized industrial company (SME) export activity. First, it responds to the gap in the literature on the role of market intelligence in the interrelations between perceived psychic distance, marketing mix decisions and export performance. The second objective concerns the influence of resource heterogeneity (size and export department) in the proposed model. Design/methodology/approach-The current paper tests a posited research model and its hypotheses using the data from a multi-sector sample of exporters (196 Spanish industrial SMEs). The data are analyzed using a partial least squares approach. Findings-The results of the empirical study show that: strategic decisions to adapt marketing mix elements to suit foreign markets have a positive effect on export performance; strategic adaptations are more numerous when export managers perceive a greater psychic distance; an export department helps develop market intelligence ability, which positively moderates the impact of strategic adaptations on export performance; and size does not have a significant effect on the interrelations studied. Practical implications-Export managers in industrial SMEs can use the results and conclusions of this present paper to systematise their decision-making in export activity. Originality/value-This paper makes a significant contribution towards covering an important gap in research into industrial SME exporters, by demonstrating the importance of market intelligence in export activity.

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Section: Direct Effect Of Export Managers' Perceived Psychic Distancementioning

confidence: 99%

Market intelligence effect on perceived psychic distance, strategic behaviours and export performance in industrial SMEs

García

Peris-Oritz

Barrera

2016

JBIM

View full text Add to dashboard Cite

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“…Kaleka (2002) points out that the positional advantages derived from exporting constitute the position the firm achieves in relation to the combination of cost, product, and service elements in a particular foreign market. As such, we define export positional advantage as managerial perceptions of the firm's competitive strength (e.g., cost and product advantages) relative to its competitors in export markets (Albaum et al 2003).…”

Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

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

Navarro¹,

Acedo

Robson

et al. 2010

Journal of International Marketing

101

114

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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.

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“…Many researchers, in studying internationalization, have followed Caves's conceptualization of proprietary assets by exploring the performance implications of firm specific advantages (Anand and Delios, 2002;Beamish, 1999, 2001;Harzing, 2002;Kotabe et al, 2002;Nachum and Rolle, 1999) with regards to exporting activities (Albaum et al, 2003;Julian, 2003;Kravis and Lipsey, 1992;Moreno, 1997;O'Cass and Julian, 2003). In this study we also adhere to the notion of firm-specific advantages and adopt two often-used measures: advertising activity and R&D intensity -to approximate the capability of product differentiation and innovation.…”

Section: Firm-specific Advantages and Performancementioning

confidence: 99%

Performance, Internationalization, and Firm-specific Advantages of SMEs in a Newly-Industrialized Economy

2006

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In light of the lack of empirical evidence regarding issues of internationalization as they affect small and medium-sized enterprises (SMEs) from newly-industrialized economies (NIEs), this study aims to expand the applicability of existent internationalization theories. So far, such theories have largely been developed with MNCs from industrialized economies in mind. In examining a 1996 sample of 1,419 Taiwanese SMEs, we found that the relationship between internationalization and performance could be graphically depicted as one of inverted U-shaped curvilinearity, and that a specific level of internationalization corresponded to maximum profitability. Our empirical findings also confirmed a relationship of U-shaped curvilinearity between advertising investment and performance, indicating that a minimum level of investment is required in order for advertising to be effective. Investments in research and development (R&D) were also shown to be positively associated with firm performance. The external validity of our internationalization theories regarding SMEs from NIEs was generally supported, though some modifications allowing for consideration of the particular context of individual SMEs will ultimately become a necessity. Copyright Springer 2006internationalization, firm-specific advantages, SMEs, newly industrialized economies,

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Extending Marketing Activities and Strategies from Domestic to Foreign Markets

Cited by 18 publications

References 26 publications

Market intelligence effect on perceived psychic distance, strategic behaviours and export performance in industrial SMEs

Market intelligence effect on perceived psychic distance, strategic behaviours and export performance in industrial SMEs

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

Performance, Internationalization, and Firm-specific Advantages of SMEs in a Newly-Industrialized Economy

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