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.     

技术创新与出口:理论与实证研究的发展

从理论阐释和实证分析两个方面述评技术创新与出口关系的主要观点和相关文献。众多相关文献表明,技术创新活动是一国出口表现的主要驱动力之一,在扩大市场、提升国际竞争力以及增加企业利润方面起着积极的促进作用。     

External environment and the moderating role of export market orientation

This research has two main objectives. The first is to fill the knowledge gap on the role which the external environment plays in the strategic behavior of exporting companies, taking into account the psychological distances between the domestic and foreign markets. The second aim is to clarify the role that market orientation plays in export activity, since the literature review shows conflicting results. The study provides insight into these issues through hypothesis testing of a conceptual model using a sample of 212 Spanish exporting companies. The results lead to two major conclusions: (a) in turbulent environments, exporting firms adapting the marketing mix program to the needs of foreign markets obtain a better export performance in highly competitive and psychologically distant markets; (b) although market orientation has a direct and positive effect on export performance, its main role is to support strategic decision making in exporting companies. In addition, market orientation moderates the relationship between marketing mix adaptation and export performance.     

The effect of transaction cost antecedents on control mechanisms: Exporters’ psychic distance and economic knowledge as moderators

The purpose of this research is to determine how a manufacturer's reduction in export involvement barriers may moderate the effect of transaction cost drivers on control mechanisms (monitoring and information sharing). Utilizing Transaction Cost Analysis and internationalization literature, asset specificity and environment diversity are the transaction cost drivers and economic knowledge and psychic distance are the moderators. The results indicate that as manufacturers increase export involvement through reduction in economic knowledge differences it strengthens the positive relationship between asset specificity and monitoring and diversity and monitoring and weakens the corresponding relationships with information sharing. Psychic distance reduction weakened the positive effect between asset specificity and information sharing only. The results of the other three hypotheses were in the direction hypothesized but non-significant. Manufacturers may continue export involvement through intermediary usage provided they regulate their monitoring and information sharing practices in accordance with the overall influence of asset specificity, diversity, economic knowledge, and psychic distance.     

Ethno-national ties and international business opportunity exploitation: The role of environmental factors

This paper examines the effect of ethnic populations on international opportunity exploitation at a societal, or national, level. Past research shows a relationship between ethnic ties and international opportunity at an individual level; however, little is known about the role of ethnic ties and international opportunity at a national level, which is called ‘ethno-national ties’ in this study. In order to acquire in-depth knowledge of this subject, we studied a population of Chinese who are living outside their home country and applied contingency theory principles to investigate environmental boundary conditions that affect this population. Data collected from Chinese exporters indicate an overall positive effect of ethno-national ties on international opportunity exploitation—an effect that is influenced by three moderating variables: technological turbulence, psychic distance, and export barriers. Technological turbulence and export barriers weaken the effect of ethno-national ties on international opportunity exploitation while psychic distance enhances the effect.     

Entrepreneurial orientation,commitment to the Internet and export performance in small and medium sized exporting firms

This paper investigates links between entrepreneurial orientation, commitment to the Internet and export performance in small and medium sized firms. The central argument is that entrepreneurs are more likely to use the Internet to develop export market opportunities, and to have better export performance than less entrepreneurial firms. In testing this proposition, a measure of ‘commitment to the Internet’ was developed and used in a mail survey of UK exporters. The results show that firms with high entrepreneurial orientation are more committed to the Internet and have better export performance than firms with low entrepreneurial orientation.     

A behavioral model of international channel relationships

Purpose: The main purpose of the study is to fill the existing gap in international relationship marketing (IRM) literature by developing and testing empirically a comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Whereas concepts such as power, conflicts, trust, commitment, and communication have been shown to be related to the economic success of interfirm cooperation in general and buyer–seller relations in particular, the need for a comprehensive model is often expressed in the literature.

Methodology/approach: The authors combine commitment-trust theory with resource-based and knowledge-based view perspectives to develop a new comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Data from 104 strategic business units in Israel was used to test the model empirically.

Findings: Notably, the model tested explained a higher percentage of the variance in performance. The findings suggest that noncoercive power enhances relationship quality (i.e., communication, trust, and commitment), which in turn improve cooperation and export performance. Conflict had a negative effect on relationship quality. In addition, cooperative conflict management strategies had a positive moderating effect on the conflict— relationship quality link, whereas competitive conflict management strategies had a negative moderating effect on the impact of conflict on relationship quality. Finally, the results suggest that there are strong positive relations between communication and trust and between trust and commitment.

Research implications: The research develops and tests empirically a conceptual comprehensive model of firms’ relationship with their marketing channels in export markets by including major performance drivers. The model incorporates conflict management strategies and combines commitment-trust theory with resource-based view (RBV) and knowledge-based view (KBV), an innovative combination with great explanatory potential. Based on the findings, there is sufficient support for using the suggested model as a new integrative behavioral model that explains channel relationships.

Practical implications: The results indicate that managers should use noncoercive power and cooperative conflict management strategies in order to positively affect relationship quality (i.e., communication, trust, and commitment), which in turn enhances cooperation and export performance.

Originality/value/contribution: The suggested research model presents a novel combination of existing relationship marketing (RM) knowledge with the limited IRM knowledge into a comprehensive IRM model. It includes new relationships beyond those studied before. Integrating and synthesizing results from a large body of conceptual and empirical literature led to the final model. Accordingly, it contributes elements of newness. First, the model includes major antecedents of performance. To the best of our knowledge, this is the most comprehensive model of firms’ relationship with their international marketing channels in export markets. Second, there are almost no studies investigating conflict management strategies neither in RM nor in IRM models. Accordingly, a contribution of this research is incorporating conflict management strategies within the model and analyzing their effects.     

The effect of matching on perceived export barriers and performance in an era of globalization discontents: Empirical evidence from UK SMEs

In this study we examine the effect of matching, a comprehensive networking concept, on the perceived export barriers and export performance of small exporting firms. We introduce matching as a moderating variable affecting the link of perceived internal/external export barriers to export performance. Using a sample of 106 UK-based exporting small and medium enterprises (SMEs), we find that matching alleviates the negative impact of perceived internal export barriers on export performance. Furthermore, the empirical results show that export experience and export commitment reduce managers' perceived internal and external export barriers. The study shows that matching, as a networking-tool at multiple levels, can help to overcome export barriers, thus providing a mechanism to offset challenges opened up through nationalistic policies.     

Diffusing market orientation to drive marketing capital: evidence from Vietnam

Although Vietnam’s transition to a market-oriented economy has produced stunning results, the economy is still lacking qualified marketers. This study investigates underlying factors that are fundamental drivers of Vietnam’s economic renaissance, including the role of market orientation at the marketer level (i.e. marketers’ market orientation) in marketing capital pool, and subsequently, marketers’ occupational commitment. Based on data collected from 351 marketers working for various firms in Ho Chi Minh City, the study finds that marketers’ market orientation has a positive impact on marketing capital pool. Further, marketing capital pool invested by marketers has a positive impact on their occupational commitment. Finally, firm ownership moderates the relationship between marketers’ market orientation and marketing capital pool, and gender moderates the relationship between marketing capital pool and marketers’ occupational commitment. Implications for Vietnam and other transitioning economies are discussed.     

Long‐Term Oriented Marketing Relationships and Ethical Conduct in Outsourcing Sector

The study evaluates the positive effect of long‐term oriented marketing relationship on ethical conduct from the perspective of the service provider (i.e., the agent‐firm), by integrating the relevant literature from relationship marketing, ethics, and long‐term orientation domains. The paper proposes that service providers that build relationship quality with their clients will display increased ethical conduct toward them. Specifically, the study examines the positive influence of the dimensions of relationship quality (that are relevant to the offshoring services context) that the service provider firm's employees undertake and their impact on ethical conduct. Overall, the results indicate that the commitment‐only full mediation model of relationship marketing variables on ethical conduct is a better representation than both direct‐effects model and other competing mediating models examined in this study. Fundamentally, it means that customer service officers should incorporate long‐term orientation and commitment in their principal–agent relationships that will provide the impetus for undertaking ethical behavior. The article concludes with a discussion and implications of the findings.     

A Stakeholder Perspective for Analyzing Marketing Relationships

This paper proposes a framework that enables the application of stakeholder theory to the analysis of marketing relationships. By distinguishing between different types of stakeholder relationships, stretching from the positive to the negative side of relationships (i.e. the ladder of stakeholder loyalty), and describing the various relational factors (i.e. relationship orientation, trust, communication, learning, power, reciprocity and commitment) that shape a specific relationship, the proposed framework enables marketers to analyze their firm's diverse relationships. The paper provides a meaningful starting point for developing strategies to change the type of relationship with a specific stakeholder.     

我国农药出口结构与竞争力的实证分析

入世后我国农药出口已进入新的发展阶段。本文系统分析了农药出口产品结构、地区结构、市场结构和企业结构的变动,并利用显示比较优势指数(RCA)、国际市场份额、市场渗透率及贸易竞争指数(NTB)等评价了我国农药出口的比较优势和竞争优势。实证分析显示,我国农药出口竞争优势很强,且提升速度较快。比较来看,农药出口的比较优势处于中等水平,且在加入世贸组织后提升不明显。     

Export Performance: Is It Possible through Knowledge and Capabilities? Evidence from Turkish Manufacturing Firms

Purpose: This article measures to what extent export performance is affected by certain resource-based view (RBV) elements and seeks to elucidate relationships between these elements. Design: Among those RBV elements, knowledge and experience as resources, and marketing, production, product development, logistics, and service differentiation as capabilities, are chosen to be the basis of this research. Their effects on export performance are measured with a survey applied to personnel of Turkish manufacturing firms operating in Istanbul district. Findings: The results show us that marketing planning capabilities and service differentiation capabilities have a significant effect on export performance. The overwhelming effect of knowledge and experience of firms on marketing planning capabilities is one of the intriguing findings. Notwithstanding that, we found no trace of a relationship between product development capabilities and service differentiation capabilities. Value: This research provides several managerial and academic implications by contributing to a resource-based view in terms of knowledge and capabilities. Additionally, in this study, it is underlined that collective knowledge is vital for achieving high export performance.     

要素密集度偏向型出口技术结构升级的收入分配效应——基于我国省级动态面板数据的GMM方法

基于我国28个省级区域的出口数据,运用修正后的Hausmann(2005)模型测度了各省级区域2002-2008年劳动和资本密集度偏向型产业的出口技术结构。在此基础上,运用差分GMM估计从全国和区域双层面对要素密集度偏向型出口技术结构升级的收入分配效应进行了实证分析。结果表明:近年来,我国资本和劳动密集度偏向型产业的出口技术结构都有较大的提升,但两种密集度产品技术含量的差距在不断扩大;Stolper-Samuelson定理在我国是适用的,劳动密集度偏向型出口技术结构升级对劳动收入占比具有显著的促进作用,而资本密集度偏向型出口技术结构表现为显著的负作用;导致我国出口增长与劳动收入占比下降"相悖"现象的原因在于资本密集度偏向型产品的出口增长速度快于劳动密集度偏向型产品。     

The Effects of Cultural Distance,Free Trade Agreements,and Protectionism on Perceived Export Barriers

ABSTRACT

This article addresses the questions as to whether cultural distance and a free trade agreement with a trade bloc, as well as protectionism, have an impact on perceived external export barriers. The evaluation of a mail survey of chief executive officers from 459 Norwegian companies shows that protectionism has a strong significant effect on the level of perceived external export barriers. The cultural distance to the export markets has only a small effect, while the free trade agreement with the European Union has no effect.     

Psychic distance in exporter–importer relationships: A grounded theory approach

Psychic distance is one of the most widely used, researched, and contentious constructs in the fields of international business and marketing. It has been applied to a variety of issues, often leading to inconsistent and conflicting results. In response to this problem, this study critically focuses on the construct of perceptual psychic distance and identifies the weaknesses and inconsistencies across major existing empirical studies regarding the conceptualization, operationalization, and measurement of psychic distance. We employ a grounded theory-based qualitative empirical study with export managers in French manufacturing companies to fill in the gaps identified in this evaluation, leading to a revised definition of psychic distance in the context of exporting. We discuss the major results and the limitations of the study, propose avenues for further research, and outline managerial implications for managing psychic distance in the internationalization strategy.     

我国环境管制出口效应的实证研究

本文分别从出口成本效应和出口创新效应两方面对我国环境管制的出口效应进行了实证检验。结果表明:环境管制相对力度与出口相对竞争力存在着长期协整关系,前者对后者有显著性负向影响,环境管制的出口成本效应成立;我国环境管制力度对出口有显著性正向影响,环境管制的出口创新效应也成立。因此,即使在我国出口由于世界经济衰退而暂时受阻的情况下,我国也不应放松环境管制。     

How management control and job-related characteristics influence the performance of export sales managers

Despite the plethora of studies examining the influence of behavior-based sales management control on salesperson characteristics and performance, limited empirical evidence exists with respect to its relevance and importance in an export sales context. This study expands the existing literature by investigating the influence of behavior-based control and job-related characteristics on the performance of export sales managers. The article offers a conceptual model and an empirical test using data from 210 UK exporters. The findings support the positive influence of behavior-based control on certain export sales managers' characteristics and behavioral performance. The results also indicate that: specific export sales managers' characteristics enhance behavioral performance; behavioral performance is positively related to outcome performance; psychic distance moderates the relationship between behavior-based control and behavioral performance. The article concludes with a discussion of implications for export executives and suggestions for future research in the field.     

我国粮食出口结构与国际竞争力的实证分析

本文在系统分析了我国粮食出口的规模和结构的基础上,运用实证研究方法对我国粮食的国际竞争力进行了评价。研究结果表明:目前我国粮食对国际市场依赖性不强,且多数年份保持净出口,但竞争力在波动中呈现出下降的趋势,出口结构也不尽合理,需采用一揽子的政策鼓励粮食生产。     

Entrepreneurial orientation,export channel selection,and export performance of SMEs

Although research indicates that the export channel a firm uses can significantly impact export performance, it is unclear how firms should select this channel. Models of export channel choice tend to concentrate on transaction cost efficiencies, ignoring value adding orientations that entrepreneurial firms may possess. In this paper we develop and test the theoretical notion that in addition to transaction costs, differences in entrepreneurial orientation (EO) influence export channel choice and as a consequence export performance. Using data from a sample of Dutch and Italian SMEs we find that adding EO (moderated by institutional distance) significantly improves our model of export channel choice. Further we find that firms selecting export channels that align not only with transaction cost factors but also firm level EO, moderated by institutional distance, have higher export market performance. Thus, our study adds to and extends the export channel choice literature and provides interesting new insights into how EO helps firms create more successful export operations.