Chris Styles

Successful Export Practice

Aims to update a previous study into the marketing practices of successful UK exporters. Finds that the majority of success factors identified over a decade ago are still valid today. In addition, finds some support for the emerging relational approach to export marketing. Concludes that exporters should place greater emphasis on relationship factors to improve their performance. Revises an earlier model of export performance as the basis for future research.

Relationship Capabilities, Quality, and Innovation as Determinants of Export Performance

The authors employ a resource-based view perspective to understand how a set of capabilities (organizational learning, relationship, and quality capabilities) influences product strategy (product quality and product innovation) and export performance (relationship performance and economic performance). Using two types of respondents from the same firm, they find strong support for the capability–strategy–performance link. The results indicate that managers should invest in relationship management capabilities to improve product innovation and product quality, which in turn leads to export performance enhancement. Furthermore, the findings reveal that though product quality is a critical aspect in international markets, both product innovation and relationship performance play a greater role in enhancing economic performance. The authors conclude with implications for international marketing theory and practice.

BRAND DEVELOPMENT VERSUS NEW PRODUCT DEVELOPMENT: TOWARDS A PROCESS MODEL OF EXTENSION DECISIONS

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify the role, if any, that brand equity considerations have in the extension decision process. Uses a case study approach. Data relating to 11 extension launches were collected from major fast‐moving customer goods (FMCG) manufacturers in Europe, the USA, and Australia by The Boston Consulting Group (BCG). The output of the analysis is a set of propositions about the extension process, summarized in the form of a process model. Concludes overall that extension decisions are more about brand development than new product development.

The recognition of first time international entrepreneurial opportunities

Purpose – This paper aims to complement existing theories of internationalization by studying an important aspect which has been neglected in previous studies: the process of international entrepreneurial opportunity recognition. International market entry is conceptualized as an entrepreneurial, innovative act; and opportunity recognition consists of both discovery as well as deliberate and systematic search.Design/methodology/approach – The methodology employed involves eight case studies of small and medium‐sized enterprises (SMEs) operating in knowledge‐based industries in Australia. The unit of analysis is the “opportunity‐firm” nexus.Findings – The paper finds that firms with little or no prior international knowledge tend to make use of opportunity discovery rather than deliberate/systematic search. In contrast, firms with extensive prior international experience and knowledge were found to deliberately search and discover their first international opportunity. International opportunity discovery d...

The Impact of Relational Variables on Export Performance: An Empirical Investigation in Australia and the UK

The impact of relational variables on export performance is tested across two countries—the UK and Australia. The key drivers are shown to he two kinds of commitment: to the market (country), and to the relationship with the distributor, both of which begin with experiential data gathering, or social learning. The constructs are operationalised and tested with data from the early stages of export ventures by small and medium sized enterprises (SMEs). The results support the importance of social learning and relational variables to export performance.

An Opportunity-Based View of Rapid Internationalization

This article aims to better understand patterns of rapid internationalization by using the emerging international entrepreneurship paradigm. This involves (1) taking an opportunity-based view (OBV) rather than just the firm as a focal point of analysis, (2) focusing on dynamic entrepreneurial processes, and (3) stressing the importance of history. The authors gathered empirical evidence from 15 case studies of small and medium-sized enterprises in Australia. They find support for the central proposition that behind the gradual or rapid internationalization process lies a path-dependent process of opportunity development and cross-border venturing activities that is shaped by the domestic and international networks in which the key actors and organizations have operated in the past and in which they are currently operating. The evidence leads the authors to question the notion that rapid internationalization is indeed rapid. Importantly, it reveals that rapid internationalization seems to be a truly rapid process only when not taking an OBV. In doing so, the authors demonstrate that the OBV is a fruitful avenue of enquiry to advance knowledge in this area and underscore the importance of the entrepreneurial process and firm history.

The future of relational research in international marketing: constructs and conduits

Reviews relational research in marketing and makes suggestions for its application internationally. Issues relating to nature and role of relationships are highlighted. Specifically, suggests looking more widely, and to other cultures, for relational constructs. We illustrate this by considering the parallel Chinese literature on guanxi. Also argues that relationships should be seen merely as conduits; necessary but not sufficient for improved performance. Information and “animal spirits” are the two key factors that flow through these conduits. Finally, suggestions are made for applying relationship marketing internationally, relating to dynamics, dyads, contextual moderators, model completeness and culture.

Opportunities for marketing researchers in international entrepreneurship

Purpose – Entrepreneurship is a growing phenomenon in world markets. In response, the past two decades have seen increasing attention given to research and theory development in the area of international entrepreneurship. However, contributions from marketing scholars have been minimal. The purpose of this paper is to define the emerging research field of international entrepreneurship and to explore opportunities for contribution to that field from marketing scholars.Design/methodology/approach – An overview of the field of entrepreneurship highlights the central notions of opportunity, human action, learning, and creativity and innovation. To this is added value exchange, a core focus of marketing theory. These concepts are then used to define international entrepreneurship and highlight opportunities for marketing researchers.Findings – There is considerable scope for marketing academics to contribute to the nascent field of international entrepreneurship which would, in turn, advance marketing theory....

Determinants of export performance across service types: a conceptual model

Purpose – To highlight the relative importance of service‐specific export performance drivers that help successful exporting.Design/methodology/approach – A gap between the antecedents of manufacturing and service firms was identified via an extensive review on the export performance as well as services literature. Taking the resource‐based view and the contingency approach, a series of research propositions relating to the determinants of export performance among service firms are developed.Findings – This paper suggests that traditional export performance models, developed for and tested with manufacturing firms, cannot be assumed to apply equally well in service settings. Further, service specific export theory needs to adopt a contingency approach which in turn provides insightful and value‐added research for academics and practitioners in the services exporting sector.Originality value – The paper provides recognition of the relative importance of the different export performance and value drivers; v...

The Determinants of Successful Relationships in International Business

Abstract What makes an international business partnership successful? While it is accepted in the literature that relational exchange theory has a pivotal role to play in marketing, little research has been done to determine its impact in an international setting. By synthesising six complementary theories on inter-firm relationships and some initial findings from exploratory research, this paper proposes a conceptual framework of the key drivers of success in international business partnerships. Methodological issues associated with investigating such partnerships are also discussed.