The Effects Of Prior Export Performance On Firms’ Commitment To Exporting And Marketing Strategy Adaptation To The Foreign Market: Evidence From Small And Medium-Sized Exporters
- Topics:
- Strategic Management Tools
- Tags:
- Marketing,
- Marketing Research,
- Marketing Strategy,
- Performance,
- Smb/Sme,
- Stanford Knowledgebase
- Source:
- Stanford Knowledgebase
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Overview: The paper emphasizes on examining performance as an independent variable. It presents a survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Enterprises). The findings show that past performance plays a crucial role in building SMEs’ commitment to exporting and to the determination of their current marketing strategy. The findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments.
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Format: PDF | Size: 150KB | Date: Aug 2001 | Pages: 34
