Sustainable Export Marketing Strategy Fit and Performance

By A. Zeriti, Matthew J. Robson, Stavroula Spyropoulou, Constantinos N. Leonidou. 2014

138 citations recorded by the source corpus.

Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and explore the circumstances under which such a strategy affects export performance. Using a sample of U.K. exporters, they find that various macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature of sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome of the differences between home and export markets in terms of economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance of sustainable export marketing strategy adaptation requires adequate fit with these macro- and microenvironmental factors.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/7c4fef33c83487ebeb3b32084c290ca5425c61fa

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Carlos M. P. Sousa
2. Xinming He
3. Qun Tan

In Strategy and Management

1. Xinming He
2. Jieke Chen
3. Qun Tan
4. Carlos M. P. Sousa
5. Jorge Lengler
6. Luis Filipe Lages

Citations in the corpus

• The determinants of export performance: a review of the literature 2006-2014 (2016, methodology): “…KBV Spain/Italy CT SMEs Q(M) 95/62 50%(a) - EV EI CFA, SEM 99 Yeoh (2014) UET Malaysia HT SMEs I(FtF) 110 23.50% CEO F EG, PRG, TSG, SAT(ID) LR 100 Zeriti et al. (2014) CT, FT UK M SMEs Q(M) 217 35.00% EM/MM/QM EV PR, PM, GAC, ESG, MS, NS LR, RA Papers using secondary data Authors Theory Country…”
• Exit from a Foreign Market: Do Poor Performance, Strategic Fit, Cultural Distance, and International Experience Matter? (2015, methodology): “So far, extant research on fit theory has focused predominantly on external strategic fit (e.g., Gabri elsson, Gabrielsson, and Seppäl 2012; Zeriti et al. 2014) and has neglected the crucial role of internal strategic fit, such as the strategic fit between an FA and its HQ (Thornhill and Amit 2001; ”