Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance

Navarro, Antonio; Losada, Fernando; Ruzo, Emilio; D�ez, Jos� A.
January 2010
Journal of World Business;Jan2010, Vol. 45 Issue 1, p49
Academic Journal
Abstract: The aim of this exploratory paper is to fill an important gap in the international marketing literature by examining the influence of firm behavior in foreign markets (export commitment and adaptation of marketing tactics) on perceived competitive advantages and export performance. Using a sample of 150 Spanish export firms, the study found that firms that are more committed to their foreign markets are more willing to adapt elements of the marketing program. These firms also perform better in foreign markets. Moreover, the results also point out that adapting marketing tactics does not have direct effects on export performance, although it does have on the achievement of perceived competitive advantages in foreign markets, which positively influence export performance.


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