Constantine S. Katsikeas

Firm-level export performance assessment: Review, evaluation, and development

Export performance is one of the most widely researched but least understood and most contentious areas of international marketing. To some extent, this problem can be ascribed to difficulties in conceptualizing, operationalizing, and measuring the export performance construct, often leading to inconsistent and conflicting results. This study reviews and evaluates more than 100 articles of pertinent empirical studies to assess and critique export performance measurements. Based on gaps identified in this evluation, guidelines for export performance measure development are advanced, suggesting, however, a contingency approach in their application. Several conclusions and implications for export strategy and future research are derived from this analysis.

ANTECEDENTS OF EXPORT VENTURE PERFORMANCE: A THEORETICAL MODEL AND EMPIRICAL ASSESSMENT

Both the size and the rapid growth of global exporting have focused the attention of marketing researchers on the factors associated with firms’ export performance. However, knowledge of this increasingly important domain of marketing activity remains limited. To address this knowledge gap, the authors draw on the strategy and marketing literature to develop an integrative theory of the antecedents of export venture performance. The interplay among available resources and capabilities, competitive strategy decisions, and competitive intensity determines export venture positional advantages and performance outcomes in the theoretical model. The authors empirically assess predicted relationships using survey data from 287 export ventures. Results broadly support the theoretical model, indicating that resources and capabilities affect export venture competitive strategy choices and the positional advantages achieved in the export market, which in turn affect export venture performance outcomes. In contrast to structure–conduct–performance theory predictions, the data indicate that the competitive intensity of the export marketplace does not have a direct effect on export venture positional advantages or performance. However, competitive intensity moderates the relationship between export venture competitive strategy choices and the positional advantages realized.

Marketing strategy determinants of export performance: a meta-analysis

Abstract Identifying the marketing strategy elements that influence export performance has been the subject of sizeable empirical research. However, the findings reported in the literature are characterized by fragmentation and diversity, limiting theory development, and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export marketing strategy–performance relationship. The assessment reveals that: (a) although many marketing strategy variables demonstrate positive effects on overall export performance, the relationship is not always significant; (b) of the export performance measures examined in various studies, stronger effects are observed in relation to export proportion of sales; and (c) time of study, geographic focus, and product type had a limited impact on the effect of marketing strategy elements on export performance. Implications for export management and future research are discussed.

DETERMINANTS OF EXPORT PERFORMANCE IN A EUROPEAN CONTEXT

Drawing attention to certain important gaps in the exporting literature, develops and evaluates a model of export performance using a sample of regular exporters from a small European Union country, in their trading activities with overseas distributors. Integrates and views specific firm characteristics, export commitment and export‐related perception variables as potentially important factors in explaining firm performance in the export market context. Tests the model in a three‐step procedure employing multiple regression analysis and identifies several elements that are related directly to export performance. Discusses the implications of the study for both business practitioners and public policy makers and highlights future research directions.

Differences in Perceptions of Exporting Problems Based on Firm Size and Export Market Experience

There is a lacuna of empirical research in the international marketing literature pertaining to problems and issues encountered by exporting firms, particularly in relation to the Western European context. In addressing this gap, reports the findings of an ethnocentric study, which focused on the problems confronting the ongoing export activities of indigenous Greek manufacturing firms within the trading sphere of the European Community. Examines specifically the extent to which there are significant differences in perceptions of exporting problems based on the organizational characteristics of firm size and export market experience. Tests two hypotheses, and identifies a number of such differences. Provides conclusions and implications, which furnish both managers and public policy makers with an awareness of scenarios where exporting problems may arise. Considers the research limitations, and also appends suggestions for avenues of future research on which these have some influence.

Drivers and Performance Outcomes of Trust in International Strategic Alliances: The Role of Organizational Complexity

Trust between partners has become a key construct in interfirm relationship management. However, elucidating the precise nature of the trust-performance link in international strategic alliances remains an important theoretical and empirical challenge for management scholars. Discordant findings evident in existing alliance research raise concerns that interpartner trust does not always enhance venture performance. To investigate this issue, we build and test a theoretical framework that integrates different perspectives of alliance functioning by focusing on the social and bureaucratic forces critical to cooperative processes. The model (1) identifies organizational complexity mechanisms underlying the development of trust in international strategic alliances, (2) points to alliance size as an important factor that conditions the trust-performance relationship, (3) incorporates a new, third-order conceptualization of interpartner trust in alliances, and (4) suggests a theory-based multidimensional assessment of alliance performance. Based on data collected through personal interviews in 177 international strategic alliances, the results suggest that, while interpartner trust is positively associated with alliance performance, this relationship becomes stronger when alliance size declines. We find that both distributive fairness and partner similarity are central to the achievement of a trusting alliance partnership. Managerial insights into developing successful trust-based international alliance exchanges are offered, and fruitful avenues of research are discussed.

Sources of competitive advantage in high performing exporting companies

The requirements for success in export market ventures are likely to differ not merely from the critical success factors in the domestic market, but also from the policies effective in the fully internationalized or global enterprise. Exporting activities are a vitally important area of international business, where the foundations for superior performance are not well understood. A recent study of export market ventures in the U.K. links superior exporting performance to the establishment of key competitive advantages, which may be traced to foundations in specific competencies (competitive skills in exporting) and capabilities (competitive resources in exporting). This simple model of the sources of superior export performance and this studys findings provide important insights for executives.

An analytical review of the factors stimulating smaller firms to export

Purpose – Although exporting can offer many benefits to smaller manufacturers, a large number of these firms refrain from export operations as a result of insufficient stimulation. This paper seeks to critically analyse and creatively synthesise the reasons that may stimulate a smaller firm to export, based on a review of 32 empirical studies conducted in various parts of the world during the period 1974‐2005.Design/methodology/approach – A total of 40 export stimuli were systematically identified from the extant empirical literature, which, for analytical purposes, were divided into internal and external, as well as proactive and reactive. Within each study, stimuli were ranked in terms of their importance, frequency, or intensity, and the aggregate impact of each stimulus in all studies under review was evaluated.Findings – The review revealed that export stimulation stems from a variety of factors, and may vary according to time, spatial, and industry contexts. Irrespective of contextual factors, there...

Export Product Strategy Fit and Performance: An Empirical Investigation

This study investigates the issue of balancing the benefits gained through standardized strategies with those achievable when adapting to local conditions. Building on previous work that has explored the role of contingency theory and the concept of strategic fit in international marketing strategy, the authors posit that there is no one-size-fits-all solution to the export product strategy adaptation decision. Using a sample of Swedish exporters, they find support for the hypothesis that an array of forces from the macro-, micro-, and internal environments drives product adaptation, which affects the nature of product strategy fit and its performance outcomes. In terms of the performance relevance of product strategy fit, sociocultural environment, technological environment, marketing infrastructure, stage of product life cycle, scope of exporting experience, and duration of exporting experience all matter. However, the pattern of significant and nonsignificant findings cautions against excessive aggregation of environmental variables in conceptualizing environment–product strategy fit to performance linkages. The authors conclude with a discussion of implications of the findings for theory building and management practice.

Theories of international trade, foreign direct investment and firm internationalization: a critique

It has been suggested that there is a lack of consensus regarding the conceptual domain of cross‐national studies. That said, the theoretical focus of such scholarly activities has tended to reflect the multidisciplinary nature of the field. By far the most significant contributions to knowledge in the area can be sourced to the international economics, international finance and international business literatures. The proliferation in focuses and the diversity of empirical studies to be found within these literatures, demonstrates the wealth of understanding that can be attributed to the research of cross‐national commercial activities and operations. Attempts to explicate many of the dominant theories within these literatures. Contributions to the macro level of analysis can be found in the form of theories of international trade. Alternatively, micro theories engage the organization as the level of analysis and consideration is given to both the foreign direct investment decision process and pattern pursued by firms in internationalization. Discusses the nature and emphasis of these theories in the form of a critique.