Export Marketing Strategy Research Articles

The Relationship of Firm, Managerial & Product Characteristics with Standardization of Export Marketing Strategies in Auto Component Manufacturing Industry

Every manufacturing firm formulates one or the other marketing strategies to capture more market share and revenue. Managers of each firm irrespective of the type of business make export policies to keep competitors away in international markets. The success of a firm’s export performance lies in the positive influence of internal and external factors. The objective of the research study is to explore the relationship between a firm’s internal factors such as firm’s, managerial and product characteristics on export marketing strategy standardisation in the auto component manufacturing industry specially those firms locating in southern parts of India. Descriptive research methodology has been applied for analysing the data. The linear regression model has been used in the present study and tested the significant association among the variables related to internal forces and standardisation of export marketing strategies. The finding shows that, export marketing capabilities, managers export commitment, product characteristics have a significant relationship with product standardisation. Export marketing capabilities, managers export commitment, managers export motivation have positive influence on price standardisation similarly, export marketing capabilities, managers export commitment have significant relationship with distribution standardization. Similarly, firm’s internationalisation capabilities manager’s export commitment and managers export knowledge and product characteristics have significant impact on promotion standardisation. This research article is confined to the auto component industry which is engaged in export activities and limited to the statndardisation of marketing strategies in international business.

Marketing Strategy and Capability as the Mediators in Relationship of Market Orientation and Export Performance: A Case Study of Rattan Processing SMEs

The research examined the performance of export marketing performance through the implementation of market orientation intervened by export marketing strategy and export marketing capability. Primary data were collected through questionnaires from 108 samples out of 148 rattan processing Small and Medium Enterprises (SMEs) in nine provinces in Indonesia. The respondents were marketing managers or owners of SMEs with at least two years of experience. Structural Equation Modeling (SEM), which was processed by using Lisrel 8.7, was employed. The results indicate that market orientation, export marketing strategy, and export marketing capability are well implemented in the business operation of SMEs. However, the export marketing performance needs to be improved. Concerning the variables studied, market orientation has a significant effect on export marketing strategy, export marketing capability, and export marketing performance. Then, export marketing strategy affects export marketing performance significantly. Moreover, export marketing capability also has a significant effect on export marketing performance. Finally, export marketing strategy and capability intervene in the relationship between market orientation and export performance.

Key determinants of SMEs’ export performance: a resource-based view and contingency theory approach using potential mediators

PurposeVarious barriers discourage small and medium-sized enterprises (SMEs) from entering or expanding their export activities in the international markets, especially SMEs in emerging markets. The purpose of this study is to look at capacity building to accelerate SMEs’ export performance.Design/methodology/approachThis study draws on contingency theory and takes a resource-based and market-based view to provide a holistic understanding of the issue. This study uses primary data collected via extensive surveys from active SMEs in three main industrial regions in Vietnam to undertake confirmatory factor analysis and structural equation modeling for quantitative analysis.FindingsThe results confirm and show the significant effects of various determinants on firms’ export performance. These research findings have scientific contribution and significant implications by understanding the effective internal and external export drivers and mediators in an emerging market and enhancing SMEs’ export performance.Practical implicationsThis study helps SMEs to improve their export performance by systemizing their decision-making in export activities, improving main export drivers highlighted in this study and developing required training programs for their teams. The outcomes also helps policymakers and regulators to improve the current SME ecosystem in Vietnam through training programs, improving policies, facilitating trades, providing more government assistance etc. The results of this study can be extended to other emerging markets with a similar economic structure and legal system.Originality/valueGiven the need for more work on export performance, this paper develops and tests a holistic conceptual framework that accounts for all aspects of export drivers, and provides a more comprehensive model for examining SMEs’ export drivers. This theoretical framework also incorporates three potential mediators (i.e. innovation strategy, export marketing strategy and business strategy) to investigate the effect of internal and external factors on export performance, highlighting the importance of the mediating effects on SMEs in achieving growth and competing in the international arena.

Структурні диспропорції в реалізації експортних стратегій підприємств України

The strategic development of most large enterprises, as well as successful productions of medium and small businesses is focused on expanding sell markets beyond the national economy. The logic of the research as formed by the authors is based on a combination of both quantitative and qualitative methods of analysis, which provide an opportunity to identify trends in the implementation of export strategies, allocate clusters of markets on price grounds, and assess the consequences of the implementation of export strategies of Ukrainian companies. The competitive environment of global markets is changing in space and time. It is substantiated that the development of marketing export strategies of companies should be based on the analysis of industry markets taking into account the main competitors – both countries and companies. The method of calculating the country’s participation coefficients in the world market of imported goods on an industry basis is applied. The absolute and relative indicators are analyzed, which in combination give a holistic picture of the current state of implementation of Ukraine’s export potential, as well as the initial data for further actions towards improving the efficiency of the process of internationalization of business. The overall efficiency of the company’s development, in particular the quality of functioning of all systems involved in exports, depends largely on the quality of management, which determines the need to implement certain measures of the organizational and economic support in the sphere of staff, finance, production, and sales at the enterprise. The problems that substantially affect the competitiveness of Ukrainian exports are outlined. At the same time, a significant backlog of global trends in the exports of high-tech goods and services, leading to low profitability of export activity in general, is identified. The analysis of structural shifts in the export activity of Ukrainian enterprises is carried out, the types of price strategies in the practice of promotion to new markets are identified. The practice of conduct of export activity shows that companies use different export marketing strategies both in the developed and in the developing countries. The obtained results of the research should be used by representatives of Ukrainian business for analysis, elimination of shortcomings and disparities, as well as development of new business models of export activity. Recommendations for improving export strategies in the conditions of digitalization of markets are formed. Prospect for future research is to find possible ways to increase the technological efficiency of Ukrainian exports and, consequently, increase the competitiveness of the national economy.

Export performance and export marketing strategy of Vietnam’s vegetable and fruit export firms

The paper aims at defining and measuring the relationship between export marketing strategy and export performance of vegetable and fruit export firms in the southern region and Lam Dong province by applying qualitative and quantitative methods. The qualitative method is carried out through through in-depth interviews of 10 chief executive officers, while the quantitative one is conducted through direct interviews with 207 managers of vegetable and fruit companies. Export performance are measured by a non-financial/non-economic approach. The results show that firm’s export performance is under the direct influences by 4 components of export marketing strategy including: (1) Product strategy; (2) price strategy; (3) promotion strategy; (4) place strategy, these factors have a positive impact on export performance, regression coefficients at 1% significance level. The research results are the scientific basis for proposing administrative implications for fruit and vegetable exporters to improve export performance when adjusting the adaptation level of export marketing strategies.

Export Performance of SMEs:A Review of Firm-Level Controllable Determinants

In the f ield of international marketing, Export performance has been extensively studied but still it is one of the most least understood and most contentious areas of research. (Katsikeas, Leonidou, & Morgan, 2000). During the last few decades, the major progress made in the export performance literature are (i) the development of more comprehensive and perceptive view from increasing use of multiple theoretical foundations, (ii) introduction of new factors as export performance determinates and (iii) use of advanced statistical methods which allows for the study of the sophisticated relationships between determinants and export performance. (Chen, Sousa, & He, 2016). For small and medium enterprises (SMEs), export plays a major role to create greater value, and thus, SMEs need to know the way to improve export performance and this will eventually enhance the performance of the most of the companies (Maurel, 2009). Identif ication of determinants, more specifically, identification of the firm level controllable determinants of better export performance of SMEs has become crucial. This study categorizes the f irm-level controllable determinants of export performance which has been identif ied and checked in the previous studies. Nazar, Mujtaba, & Saleem (2009) have proposed a model about SMEs export performance determinants and this study will make further addeemed to the proposed model by a comprehensive and systematic literature study. The f irm-level controllable determinants of export performance are classif ied into Firm Characteristics, Resources & Capabilities; Export Marketing Strategy; and Management Characteristics.

THE MEDIATING ROLE OF SUPPLIER NETWORK, THE MODERATING ROLE OF FLEXIBLE RESOURCES IN THE RELATIONSHIP BETWEEN LEAN MANUFACTURING PRACTICES AND THE ORGANIZATIONAL PERFORMANCE

Purpose: Given the internationalization of business today, it illustrates the importance of companies looking for overseas market opportunities for the capture of and sustainability of competitive advantage. Following the success of companies from newly developed nations such as the Far East Asian nations of the Republic of Korea and the Republic of China, Taiwan and South East Asian countries such as Singapore, emerging economies are shifting to external sector growth through export industries from the internal sector growth of import substitutes industries. Thus the current study is interested in exploring the nexus between supply chain integration, export marketing strategies and export performance of Indonesian manufacturing firms.
 Methodology: Employing the survey-based methodology, the SEM-PLS technique is used to test the hypothesized relationships. So, the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current study.
 Results: The findings of the study have provided support to the theoretical foundation and proposed hypothesis of the current study. Current study will be helpful for policymakers and practitioners in understanding the issues related to supply chain risk, supply chain integration and supply chain agility. In the author's knowledge this is among very few pioneering studies on this issue.

EXPLORING THE NEXUS BETWEEN SUPPLY CHAIN INTEGRATION, EXPORT MARKETING STRATEGIES PRACTICES AND EXPORT PERFORMANCE: A CASE OF INDONESIAN FIRMS

Purpose: Given the internationalization of business today, it illustrates the importance of companies looking for overseas market opportunities for the capture of and sustainability of competitive advantage. Following the success of companies from newly developed nations such as the Far East Asian nations of the Republic of Korea and the Republic of China, Taiwan and South East Asian countries such as Singapore, emerging economies are shifting to external sector growth through export industries from the internal sector growth of import substitution industries. Thus, the current study is interested in exploring the nexus between supply chain integration, export marketing strategies and export performance of Indonesian manufacturing firms. Methodology: Employing the survey-based methodology, the SEM-PLS technique is used to test the hypothesized relationships. So, the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current study. Results: The findings of the study have provided support to the theoretical foundation and proposed hypothesis of the current study. Current study will be helpful for policymakers and practitioners in understanding the issues related to supply chain risk, supply chain integration and supply chain agility. In the author's knowledge this is among very few pioneering studies on this issue.

Enhancing export performance of small and medium-sized enterprises in emerging markets

Purpose- Although there are various benefits for SMEs to expand their businesses to international markets, there are many obstacles that discourage them to move internationally, especially in emerging markets. This study focuses on the capacity building to enhance SME export activities in an emerging market. Methodology- Eventhough the latest literature in the area of export performance have focused on firms from the emerging countries, studies in this area are still limited. Earlier research in this area has mostly focused solely on the determinants of exports performance from either internal factors, external factors or both without using adequately potential mediating factors which could affect export performance. This paper develops and tests a holistic framework for SME export considering all aspects of export drivers, and inhibitors. This theoretical framework incorporates and tests three potential mediators (i.e., business strategy, export marketing strategy and innovation strategy) as well. Findings- The initial data analysis confirms and shows the significant effects of various internal and external firms’ determinants on their export performance. The final research finding have significant implications for understanding all key drivers of SME export in Qatar, and it helps policymakers and regulators to improve the current SME ecosystem in Qatar. Conclusion- The final results of this study can be extended to other emerging markets with similar economic and legal structure.

Enhancing Export Activities of Small and Medium Enterprises: A Case Study of Qatari SMEs

Although there are various benefits for SMEs to expand their businesses to international markets, there are various obstacles that discourage them to move internationally, especially in emerging markets. This study focuses on the capacity building to enhance SME export activities in an emerging market. Even though the latest literature in the area of export performance have focused on firms from the emerging countries, studies in this area are still limited. Earlier research in this area has mostly focused solely on the determinants of exports performance from either internal factors, external factors or both without using adequately potential mediating factors which could affect export performance. This paper develops and tests a holistic framework for SME export considering all aspects of export drivers, and inhibitors. This theoretical framework incorporates and tests three potential mediators (i.e., business strategy, export marketing strategy and innovation strategy) as well. This study draws on the contingency framework, resource-based view and market-based view to provide a holistic understanding of the research issue. It is based on primary data collected by survey and three main methods of descriptive statistics, confirmatory factor analysis, and structural equation modelling for quantitative analysis. The initial data analysis confirms and shows the significant effects of various internal and external firms’ determinants on their export performance. The final research finding have significant implications for understanding all key drivers of SME export in Qatar, and it helps policymakers and regulators to improve the current SME ecosystem in Qatar. Finally, the final results of this study can be extended to other emerging markets with similar economic and legal structure.

Strategic Marketing and Digital Marketing Training Activities for the Rattan Processing Industries in Cirebon Regency [Pelatihan Pemasaran Strategik dan Digital untuk Industri Pengolah Rotan di Kabupaten Cirebon

The aim of organizing strategic marketing and digital marketing training activities for the rattan processing industries in Cirebon Regency, West Java, Indonesia was to provide knowledge and skills in strategic and digital marketing. The training which was held for 8 (eight) hours was attended by 20 marketing managers and owners of the rattan processing industries who were members of the Cirebon Regency Association of Indonesian Industry and Crafts Association. It is hoped that through this training the participants would be able to improve the performance of export marketing of rattan-based products to foreign countries through their competitive advantages. The training methods used are lecturing, group discussion, and training evaluation. The results of the training were that participants were able to explain how to implement a market orientation culture in their business operations. In addition, the participants were also able to explain the efforts made in implementing export marketing strategies and export marketing capabilities. The trainees were also able to explain the factors that influence export marketing performance. Furthermore, this training also improved the skills of managers in implementing digital marketing approach in the marketing activities of the rattan processing industry.

Factors Impacting the Export Performance of SMEs: An Exploratory Developing Country Study

While the ratio (29.5%) of SME exports to GDP in Zimbabwe seems to be respectable, this is very low compared to sub-Saharan countries such as Botswana (55.1%), Angola (55.8%), Swaziland (56.3%), etc. The current export performance of SMEs provides clear justification for re-thinking export the export marketing strategies of agro-based industries in Zimbabwe. Since the literature highlights that for export firms to perform better in the dynamic global environment, they need to develop ‘market-driven’ strategies, this study explores the relationship between market driven strategies and the export performance of select manufacturing SMEs in Zimbabwe. It was ascertained the two main strategies adopted by SMEs to enhance their export performance were niche focus strategy and export industrial clusters, and these are also supported by the policy-makers and export analysts. In summary, from regression and correlation analysis of the data collected from a convenience stratified sample of 332 SME owner-managers, four policy -makers and four export analysists, it was ascertained that various internal (customer focus, organizational capability and cross-functional co-operation), and external (market characteristics, industry characteristics, technology and market turbulence) factors impact the export performance of manufacturing SMEs, albeit some not significantly. SME owner-managers should therefore embed customer value, by producing products which project customer values namely, experiential, symbolic, and sacrifice value, which will positively influence the export performance of SMEs. SME owner-managers should also create vibrant teams with diverse expertise which will boost exports, and a nurture a sustainable export competitive advantage for SMEs.

STRUCTURAL EQUATION MODELLING OF THE EFFECTS OF MANAGEMENT ATTITUDE AND PERCEPTION, INDUSTRY CHARACTERISTICS, AND EXPORT MARKETING STRATEGY ON EXPORT PERFORMANCE IN THE WOOD INDUSTRY IN GHANA

ABSTRACT Improved globalization has driven a developing number of firms to look past their customary domestic markets and spotlight on high-development export markets not exclusively to grow yet in addition to guarantee their exceptional survival. Therefore, the job of exporting in firms' movement has turned out to be progressively critical and examination into export performance goes back to the imaginative work of Tookey (1964). Notwithstanding, despite these exploration endeavors, there is an absence of combination and assertion in the conceptualization and operationalization of the develop (Sousa, 2004). The study examined whether there is an inter-relationship between the factors that are perceived to influence export performance in the wood industry in Ghana. The theoretical model underpinning the study is the Aaby and Slater (1989) model. A quantitative approach was employed. A structured questionnaire was administered to wood exporting firms identified by the help of forestry commission. A structural equation modeling was conducted to examine whether there is an inter-relationship between the factors that are perceived to influence export performance in the wood industry in Ghana. The results reveal that all three predictor variables examined, i.e. Industry Characteristics, Export Marketing Strategy and Management Perception and attitude are all key determinants of export performance at various levels Keywords Management, export, strategy, Ghana

Operational capabilities and entrepreneurial opportunities in emerging market firms

PurposeThe academic inquiry of operational capabilities (OCs) has claimed focal interest in mainstream strategy research. Recent theoretical advances suggest these capabilities are a fundamental trigger to the identification and exploitation of entrepreneurial opportunities. However, the extant literature has been, at best, partial with regard to empirical insights that integrate OCs with entrepreneurial opportunities. Addressing this theoretical lacuna from the standpoint of organisational learning theory, the purpose of this paper is to investigate the interplay between OCs and entrepreneurial opportunities and their overall impact on exporting SME’s growth.Design/methodology/approachTo realise the empirical aims a descriptive research design employing a survey methodology was used. The authors are generated data from a sample of 117 exporting small and medium-sized enterprises (SME) in Croatia. Ordinary least squares regression was employed to test the conceptual model and five derived hypotheses.FindingsThe findings demonstrate that market-sensing capabilities are vital in enhancing exporting SME’s opportunity recognition capacity and the rate of international opportunity exploitation that leads to increased firm growth. Also, study findings show that the link between the increased rate of international opportunity exploitation contributes more to the growth when exporting SMEs have highly developed adaptive and innovation capabilities.Research limitations/implicationsThis study brings to surface some novel insights about how exporting SMEs can better design their export marketing strategy. The results suggest, OCs occupy key role in the exporting SMEs international venturing efforts by delivering higher growth.Originality/valueThe study contributes to the export marketing strategy field by offering empirical evidence that both capability and opportunity-based views should be assessed simultaneously in explaining exporting SME’s competitiveness. Finally, we offer valuable theoretical and practical implications as well as avenues for further research that should extend our knowledge in the field.

ANALYSIS OF FACTORS AFFECTING THE PERFORMANCE OF SME EXPORTS IN CENTRAL JAVA THROUGH EXPORT MARKETING STRATEGIES

The Era of the ASEAN Economic Community (MEA) should be a boost for small and medium entrepreneurs (SMEs) to be more proactive in maintaining the existence of their business. SMEs as one of the important links in Indonesia's economic growth, need to get special attention to develop it. The research problem is how to improve export performance of SMEs in Central Java through the adoption of e-commerce, 3PL (third party logistics support), export market orientation and export marketing strategy. In answer to the problem developed a modeling and four hypotheses have been formulated in this study. This study used sampling purposive sampling method in which the respondent is the owner or manager of SMEs in Central Java that meets the criteria. The number of samples in this study was 134 respondents. The analysis tool used is SEM (structural equation modeling) in the AMOS program. The result of SEM analysis meets the criteria of Goodness of Fit that is Chi-square equal to 193,647; probability 0.051; TLI 0.981; CFI 0.984; CMIN / DF 1,188; RMSEA 0,039; GFI 0.879 and AGFI 0.844. The results of the data analysis showed that all hypotheses are accepted and produced three strategies in order to improve export performance through export marketing strategies that are influenced by export marketing orientation, support from logistic companies, and e-commerce adoption. Keywords: Small and Medium Enterprises, Export Performance, Export Marketing Strategy, Export Marketing Orientation, Logistic Support Company, and E-Commerce Adoption

An Assessment of the Exporting Literature: Using Theory and Data to Identify Future Research Directions

Exporting research is an established facet of the field of international marketing. That stated, the radical increase in recent export activity necessitates a sustained research effort devoted to the topic. In this article, the authors provide a qualitative review of the core theoretical exporting areas and evaluate the exporting domain quantitatively over six decades (1958–2016). For the quantitative analysis, they use multidimensional scaling and apply established bibliometric principles to offer an understanding of the field and to provide suggestions for future exporting research. For the evaluations, the authors used data from 830 articles with 52,191 citations from 35 journals. Using cocitation analysis as the basis to evaluate the data, they propose a series of intellectual structure implications on exporting that relate to internationalization process stages, dynamic capabilities, knowledge scarcity, social networks, export marketing strategy, absorptive capacity and learning, and nonlinear performance relationships involving marketing channel relationships.

“The Mediating Role of Marketing Strategy in the Effect of Antecedents on Export Performance : in the case of of Oil Seeds, Pulses and Coffee Exporting Companies in Ethiopia.”

This study examined the impact of specific firm, product, industry, and export market characteristics, as well as export marketing strategy (product adaptation, price competitiveness, promotion adaptation and support to foreign distributor) on the export performance On Export Performance of Selected Export Companies in Ethiopia. Data were gathered from 100 marketing strategists via a structured surveyfrom firms engaged in exporting four product categories (coffee, livestock products (leather, live animals and meat), oil seeds and pulses) which has been operating since 1986. The results indicatedthat the four explanatoryvariables have a direct positive and significant effect on overall export performance. Export strategy (product adaptation, price competitiveness and promotion adaptation) also played a significant mediating role on export performance. However, support for distributers strategy has played a positiveand an insignificant role in explaining the export performance. Overall the study finding implied that marketing-mix strategyhas a mediating effect on the relationship. The findings can be generalized only for those sectors studied and provide export managers withuseful insights.

Assessment of Challenges in Export Marketing: The Case of Ethiopian Vegetable and Fruit Commercial Growers

Globalization forces companies to internationalize their operation in the global market. Exporting plays a vital role in economic development of a nation as well as for the development of the particular exporting company. Although, the benefits derived from exporting in an increasingly globalized marketplace are enormous, but for many companies, exporting is constrained by numerous challenges. The purpose of the study was to assess export marketing challenges of Ethiopian vegetable and fruit commercial growers. The study investigated 20 Ethiopian vegetable and fruit commercial growers and 8 stakeholders with questionnaires and interviews. The research utilized a mixed research design and analysis techniques specifically concurrent embedded approach. It is found out that the Ethiopian vegetable and fruit commercial growers export volume and sales lacks consistency and constrained by different challenges. Of the major challenges which were classified as internal barriers and external barriers, macro environmental barriers highly affected the growers. Local investors were highly affected by both the internal and external problems whereas foreign and joint ventures are affected in some extent with those problems. Less experienced growers were highly affected by the export problems than those who are more experienced. Management commitment problem; technological advancement problem; financial; lack of accessible transport system; low awareness of stakeholders; seasonality of Ethiopian supply; shortage of cargo; shortage of infrastructure; government bureaucracy; lack of potential markets; and shortage of inputs were identified as problems for the vegetable and fruit export. Therefore, to minimize these problems creating enabling policy environment; fair and competitive air freight cost; the growers to incorporate challenges in their export marketing strategy; the government to explore new markets, provide technical supports and long-term loans to growers; to create new competitive input suppliers; integration of stakeholders of the sector; and to recruit skilled manpower are forwarded as recommendations.

Determinants of export performance: Case of seafood firms in Viet Nam

Purpose: The purpose of this paper is to define and measure key factors regarding toexport performance of seafood firms in Viet Nam. Methodology: This study has used qualitative and quantitative researches: (i) qualitative research carried out through focus group discussions with 10 chief executive officers of seafood firms, and (ii) quantitative research conducted through direct interviews with 305 seafood firms (chief executive officer or senior executive) in Mekong Delta region (Viet Nam). Result and conclusion: The results show that: (i) export performance is affected by export marketing strategy, characteristics and capabilities, industry characteristics, management characteristics, domestic market characteristics, and foreign market characteristics; (ii) export marketing strategy is affected by characteristics and capabilities, industry characteristics, management characteristics, domestic market characteristics, and foreign market characteristics. However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 305 seafood firms, (ii) This study conducted the sampling technique of using direct interview methods from respondents.

Determinants of export performance: Case of seafood firms in Viet Nam

Purpose: The purpose of this paper is to define and measure key factors regarding toexport performance of seafood firms in Viet Nam. Methodology: This study has used qualitative and quantitative researches: (i) qualitative research carried out through focus group discussions with 10 chief executive officers of seafood firms, and (ii) quantitative research conducted through direct interviews with 305 seafood firms (chief executive officer or senior executive) in Mekong Delta region (Viet Nam). Result and conclusion: The results show that: (i) export performance is affected by export marketing strategy, characteristics and capabilities, industry characteristics, management characteristics, domestic market characteristics, and foreign market characteristics; (ii) export marketing strategy is affected by characteristics and capabilities, industry characteristics, management characteristics, domestic market characteristics, and foreign market characteristics. However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 305 seafood firms, (ii) This study conducted the sampling technique of using direct interview methods from respondents.