Implications of perceived competitive advantages,adaptation of marketing tactics and export commitment on export performance |
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| Authors: | Antonio Navarro Fernando Losada Emilio Ruzo José A Díez |
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| Institution: | 1. Departamento de Administración de Empresas y Marketing, Facultad de Ciencias Económicas y Empresariales, University of Sevilla, Avda. Ramón y Cajal, n° 1, 41018 Sevilla, Spain;2. Facultad de Administración y Dirección de Empresas, University of Santiago, Avda. Alfonso X o Sabio s/n, 27002 Lugo, Spain;1. Department of Marketing, Faculty of Economics, Benghazi University, P.O. Box 13080, Benghazi, Libya;2. Division of Marketing, Nottingham Business School, Nottingham Trent University, Burton Street, Nottingham NG1 4BU, United Kingdom;1. Center for Entrepreneurship, Kozminski University, Jagiellonska 59, Warsaw, Poland;2. Goodman School of Business, Brock University, St. Catharines, ON, Canada L2S 3A1;3. Chiang Mai University, Chiang Mai 50200, Thailand;1. Department of Marketing & Management, University of Southern Denmark, Campusvej 55, 5230 Odense M, Denmark;2. Department of Industrial Economics and Technology Management, Norwegian University of Science and Technology (NTNU), Alfred Getz Veg 3, 7491 Trondheim, Norway;1. Oxford Brookes University, Oxford Brookes Business School, Wheatley Campus, Oxford, OX33 1HX, United Kingdom;2. ESCE International Business School, Paris, France;3. Dr. Klaus & Associates Consultancy, London, UK |
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| 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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