The Internet,Strategy and Performance: A Study of Australian Export Market Ventures

ABSTRACT

This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.     

Strategic pricing in export markets: empirical evidence from the UK

This study was initiated by the apparent conceptual and empirical neglect of the industrial export pricing area. Capitalising upon calls for a strategic pricing orientation in contemporary firms the study seeks to empirically explore the export pricing practices of industrial exporters in the UK and assess their influence upon their strategic export pricing. The aggregated experience of 178 firms suggests that proactive exporting stimuli, market orientation, formality of the pricing decision process and a balanced attention to customer needs and the profit potential of the exporting activity are practices identifiable in firms with a high strategic pricing orientation. This new empirical evidence is discussed in terms of its contribution for export managers, public policy makers and researchers wishing to advance further our knowledge of this critical area of marketing activity.     

Enhancing Export Performance for Business Markets: Effects of Interorganizational Relationships on Export Market Orientation (EMO)

Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance.

Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model.

Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance.

Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors.

Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets.

Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance.     

Export Barriers and Strategic Grouping

Abstract

The purpose of our work is to investigate the export strategy of international business by explicitly comparing exporting firms with non-exporting ones. This task has been undertaken by having recourse to a very large sample with more than 55,000 registered Spanish enterprises from all commercial sectors. Using this sample, we try to demonstrate that exporters and non-exporters belong to different strategic groups, with different profit levels. The existence of three kinds of barriers (managerial, organisational and external) constrains migration of non-exporting enterprises to the exporting group. However, the conclusions herein presented point at some ways of avoiding these barriers.     

A Taxonomic Analysis of Export Marketing Strategy:

This study focused on a taxonomic analysis of export marketing strategy pursued by U.S. electronics exporters, and identified six distinct strategy types, i.e., innovative differentiation, low price leadership, promotion- and technology-based differentiation, low price leadership with deemphasis on technology, marketing differntiation with product adaptation, and "stuck in the middle." The study also identified the significant impact of export marketing strategy on export performance. Two strategy types, i.e., low price leadership and innovative differentiation, were found to be particularly successful.     

Export strategy,export intensity and learning: Integrating the resource perspective and institutional perspective

Export intensity (EI) has been widely examined as a performance outcome of exporting firms. To date, studies on the determinants of EI have generated mixed and even contradictory results. To reconcile such inconsistencies, this study dichotomizes export strategy in emerging economies into two distinctive types, expansion-oriented vs. escape-oriented, with the former inspired by exploiting firm-specific competencies as portrayed by the RBV and the latter motivated by avoiding the domestic institutional deficiencies as informed by the institutional perspective. Different from prior findings in the International Business literature, this research finds that a firm’s extremely high EI might not result from their superior competencies. Instead, high EI firms might focus on export mainly for the purpose of escaping from their home country’s deficient institutional environment that places extra burdens in terms of costs of doing business. Such escape-oriented exporters are more sensitive and responsive to changes in the environment while they do not enhance their learning as much as those expansion-oriented exporters. Furthermore, institutional environment has heterogeneous impacts on firms with different ownership types. Our study helps integrate the insights from both the RBV and the institutional perspective, and our dichotomization of export strategy adds precision and sophistication to the understanding of EI and export performance. Our hypotheses are supported by an empirical study based on a sample of exporting firms in China between 1998 and 2007.     

Differences among exporting firms based on their degree of internationalization

An overwhelming majority of the investigations of company export behavior have utilized data obtained from all types of firms in a sample. An alternative approach would involve disaggregating the sample into some meaningful groups and contrasting company characteristics across the subsamples of firms. This study attempts to delineate differences among exporting firms when firms are classified by their degree of internationalization. Three types of exporters are identified in light of the internationalization hypothesis: experimental exporters, active exporters, and committed exporters. These firms are then contrasted with each other with respect to measurable company characteristics, domestic market environment, nature of international business involvement, marketing policy aspects, and export market research practices. The analysis in the paper is based upon data gathered through personal interviews with the executives of 70 midwestern manufacturers. The study reveals significant differences among the three types of exporters and provides further insights into the export marketing behavior of firms.     

A Typology of Marketing Strategies for Export

Abstract

This study has two goals. The first goal is to develop and present a framework for analyzing and characterizing export marketing strategies. The second goal is to examine the proposed framework. The framework is based on three key dimensions: innovation, adaptation and involvement. In the first part of the paper a typological approach of strategic groups is applied to export marketing. In the second part an exploratory research is reported. One hundred one export ventures were clustered according to the three dimensions. We then test the validity of these dimensions by examining whether they generate prototypes that are significantly different in the adaptation, innovation and involvement. We identify and characterize four strategic prototypes based on the proposed framework. The correlation between the different prototypes and marketing variables is examined and compared with a set of hypotheses. We also explored the relations between the firm's goals, competencies and industry to the strategic prototypes, and the performance achievements of each prototype. We conclude by discussing the theoretical and managerial implication of the framework and the strategic prototypes.     

UK export assistance: Are we supporting the best programmes?

This article provides empirical evidence to show that differences exist in how UK exporters rate factors in their export marketing effort between: (1) those that are believed to be desired by importers; (2) the possibility for improving performance of these factors by a change in emphasis by people in the exporting firms; and (3) what international business assistance is actually requested by firms. It then looks at differences between firms based on their level of involvement in exporting, i.e. stage of internationalization, and the extent to which they are successful. It therefore substantially builds upon previous research by showing that there are differences between the factors that firms believe are desirable to importers and how their performance could improve with the emphasis and assistance of internal and external change agents. Furthermore, it shows that exporting firms should not be seen as homogeneous and that significant differences exist between firms based on their level of internationalization and their level of success.

In this way, the study has implications for UK policy makers insofar as it questions the idea that export promotion policies should be standardized, and offers evidence to support the view that firms with different characteristics actually require different kinds of support.     

An evaluation of the perceptions and marketing practices of nontraditional exporters in Ghana

This article evaluates the marketing practices of nontraditional exporters (NTEs) and their perceptions of the Ghanaian government's export promotional activities and prescribes a procedure for export promotion for the country. The result shows that from a sample of 92, over 73% of respondents are from woodwork, textiles, and agricultural production. NTEs account for over 24% of the country's total exports. The Ghana Export Promotions Council (GEPC) and exhibitions are perceived to be the most effective sources of information by the exporters. Evidence shows that exporters consider growth and profit opportunities that are proactive motives as the most important factors for initiating exporting. Over 50% of the respondents have no formal planning procedures or set of objectives, and about 13% achieve a turnover of over U.S.$6 million. The application of the marketing concept by the respondents is at an embryonic stage. The exporters consider high banking charges, low capacity usage, and poor technology as the major problems that affect their business operations. © 2007 Wiley Periodicals, Inc.     

The issue of import motivation in manufacturer—overseas distributor relationships: Implications for exporters

Understanding the factors influencing the import decision making process plays an important role in export growth and development. However, little empirical work has been done in the pertinent marketing literature to examine the issue of import motivation. This paper reports on a systematic study of import stimulus variables in the UK exporting manufacturer‐Bahraini distributor relationship. It identifies a “multi‐attribute perceptual gap” in import motivation between exporting and importing companies, on the basis of which exporters appear to underestimate the significance of several variables in influencing the import decision of Bahraini distributors. The research findings have important implications for business practitioners in exporting firms and future research directions.     

Where Do Firms Export,How Much and Why?

The empirical finding that exporting firms are more productive on average than non‐exporters has provoked a large theoretical literature based on models such as Melitz ( 2003 ), where more productive firms are more likely to overcome costs associated with trade. This paper investigates how closely the productivity heterogeneity framework fits the data from a firm‐level survey that includes information on export destinations and firm characteristics such as productivity. We find a high degree of unpredictable idiosyncratic participation in export markets by firms and a relatively weak positive correlation between the extent of a firm's export market participation and its export sales. We find that a small number of standard gravity variables provide a close fit to the country‐level determinants of trade but that greater variation results in more difficulty in explaining firm‐specific factors driving exporting behaviour. We also illustrate some elements of the dynamics over time in firm exporting patterns by destination. We show that lagged exporting activity has a significant effect on a firm's current exporting profile.     

Psychic distance,marketing strategy and performance in export ventures of Brazilian firms

Compared to other issues examined in the exporting literature, less attention has been paid to the performance implications of following a standardisation or adaptation strategy. In addition, despite the interest in the psychic distance construct in the international marketing literature, there has been also little empirical research on the effect of managers' psychic distance on the international marketing strategies of the firm. To address these issues the present study offers an empirical investigation of the relationship among psychic distance, international marketing strategies, and export performance of Brazilian firms. A sample of senior managers of industrial firms in Brazil is used to test the hypotheses. The results reported here indicate that the degree of international marketing strategy adaptation is affected by the manager's psychic distance towards the foreign markets. Product and promotion adaptation were found to have a positive effect on export performance while surprisingly, distribution and price adaptation were found to influence export performance negatively. Contrary to expectations, the results also confirm that psychic distance has a positive effect on the export performance of the firm. Implications of these findings along with the limitations of the study are discussed.     

Exporting and productivity in business services: Evidence from the United States

Does exporting make firms more productive, or do more productive firms choose to become exporters? This paper considers the link between exporting and productivity for a sample of firms in US business services. We find that larger, more productive firms are more likely to become exporters, but that these factors do not necessarily influence the extent of exporting. This conforms with previous literature that there is a self-selection effect into exporting. We then test for the effect of exporting on productivity levels after allowing for this selection effect. We model both the relationship between exporting and productivity, and a simultaneous relationship between export intensity and productivity after allowing for selection bias. In both cases we find an association, indicating that productivity is positively linked both to exporting and to increased exposure to international markets.     

Exporting and Firm Size

Abstract

This paper examines the extent to which small U.S.-based exporters experience problems and difficulties in their export operations not faced by larger U.S.-based exporters. Subsequently, we focus upon the differences between small and large firms with respect to three general areas: the perceived difficulty of various export activities; the perceived helpfulness of various agencies/organizations to export operations; the perceived helpfulness of various actions the federal government has taken or could take with regard to exporting. In areas where we have found significant large-versus small-firm differences we try to provide explanations. Finally, we offer both general and specific recommendations directed at overcoming the problems we have identified in order to facilitate exporting, particularly by small firms.     

The internationalization of new and small firms: A resource-based view

This paper seeks to enhance understanding of the internationalization of small- and medium-sized enterprises (SMEs). The study focuses upon the following issues: Can the characteristics of principal founders, businesses, and the external environment at one point in time be used to `explain' at a later date whether a firm is still an exporter or a nonexporter, whether exporting firms are larger in size than nonexporting firms, whether exporting firms report superior performance than nonexporting firms, and whether exporting firms are more likely to survive than nonexporting firms? To address these questions, this study draws upon a sample of 621 manufacturing, construction, and services businesses located in twelve contrasting environments in Great Britain surveyed first in 1990/91 and then re-interviewed in 1997.A resource-based view is reviewed to identify the range of factors encouraging some owner-managed SMEs to enter export markets. Four categories of human and financial capital are examined: general human capital resources, the principal founder's management know-how, the principal founder's specific industry know-how, and a principal founder's ability to obtain financial resources that can act as a buffer against random shocks. Variables relating to resource availability in the external environment were also collected and considered control variables. Previous studies have highlighted substantial industry differences in the propensity for businesses to enter export markets as well as to survive. The principal industrial activity of each business in 1990/91 was, therefore, considered a control variable.Variables collected during the 1990/91 survey were selected to explain variations in the propensity to export reported by surviving independent firms in 1997. After elimination of missing values, the working sample was reduced to 116 independent firms for this study (86 nonexporters and 30 exporters in 1997). In addition, the 21 variables were selected to explain variations in business size in 1997, profit performance relative to competitors reported in 1997, changes in employment over the 1990/91 to 1997 period, and business survival over the 1990/91 to 1997 period (213 survivors and 395 nonsurvivors).Multivariate statistical analysis confirmed that previous experience of selling goods or services abroad is a key influence encouraging firms to export. Businesses with older principal founders, with more resources, denser information and contact networks, and considerable management know-how are significantly more likely to be exporters. Further, businesses with principal founders that had considerable industry-specific knowledge are markedly more likely to be exporters. Businesses principally engaged in the service sectors and those located in urban areas are significantly less likely to be exporters.A key finding of this study is that the explanatory variables significantly associated with the propensity to export sales abroad are not the same as those significantly associated with selected size and performance measures. The resource-based explanatory variables selected fail to significantly detect employment-growing firms over the 1990/91 to 1997 period. They also fail to significantly distinguish surviving independent firms from nonsurviving firms.Results from this study will provide policy-makers and practitioners with additional insights into the key resource-based factors associated with the decision by new and small independent firms to export sales abroad. Practitioners and policy-makers can focus upon the characteristics of principal founders, businesses, and the external environment to predict the subsequent propensity of an independent firm to be an exporter. Policy-makers and practitioners who want more new and small firms to export outside their local areas may prefer to target their resources and assistance to the relatively smaller proportion of firms that have the business and principal founder profiles that are significantly associated with a firm being an exporter.     

Trade and Productivity in a Transition Economy: the Role of Industry and Export Destination

This paper focuses on the joint role of industry technology intensity and export market characteristics in the analysis of export-related productivity gains. Using a unique database of Ukrainian manufacturing firms in 2000-06, we classify all manufacturing sectors according to their technology intensity and estimate destination-specific learning by exporting effects separately for firms operating in high and low technology sectors. New exporters in high technology sectors enjoy robust long-term productivity growth premia when targeting advanced export markets, consistent with learning through exports. Export entrants in low technology sectors, instead, enjoy mostly short-term productivity improvements regardless of the export destination. Our findings suggest that the systematic distinction between the technology intensity of various industries is a relevant dimension for empirical studies on destination-specific learning by exporting.     

A profile of UK exporting companies—an empirical study

The export marketing literature in the UK has tended to focus on successful exporting companies, whilst much of the key literature is based on experience of exporters in the USA and Canada. This paper reports on a study of UK manufacturing exporters. It provides a profile of the UK exporter together with evidence on the methods used by manufacturers to find and select an overseas representative. The results also show that most manufacturers are satisfied with their relationships with overseas agents and distributors, although relationships with some agents and distributors were clearly difficult.     

Enhancing Business Relationship Quality Through Cultural Sensitization

An understanding of and adaptation to differences in culture in foreign countries can help exporters to reduce the distance between parties in an export relationship and enhance the quality of the relationship. This research investigates the impact of 2 cultural factors, namely, exporter cultural sensitivity and exporter ethnocentrism, on business relationship quality between transitioning economy–based exporters and their foreign importers and, subsequently, export performance. Using a systematic sample of 297 exporting firms in Vietnam we find that exporter cultural sensitivity has a positive effect, and ethnocentrism has a negative effect, on relationship quality. Furthermore, relationship quality enhances the performance of exporters.     

Change in international market strategy as a reaction to performance decline

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning theory addresses when and how international marketing strategy will change. Employing data from over 500 exporters, the results, which are consistent with theoretical predictions, indicate that (1) firms are generally not prone to inertia and do, in fact, change their international marketing strategy when facing declines in performance, and (2) that the direction of change depends on the level of competition in the specific foreign market, with firms adapting their international marketing strategy in low competitive markets and standardizing their international marketing strategy in highly competitive markets. The paper includes implications for academics and practitioners.