Marios Theodosiou

Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research

Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Based on an integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance outcomes, this stream of research was found to be characterized by non-significant, contradictory, and, to some extent, confusing findings attributable to inappropriate conceptualizations, inadequate research designs, and weak analytical techniques. The central conclusion that stems from this analysis is that the decision whether to standardize or adapt the marketing strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time.

National Export-Promotion Programs as Drivers of Organizational Resources and Capabilities: Effects on Strategy, Competitive Advantage, and Performance

The authors present the results of a study that empirically tests a model connecting national export-promotion programs with export performance through the intervening role of export-related organizational resources and capabilities, export marketing strategy, and export competitive advantage. The study reveals that the adoption of specific national export-promotion programs positively strengthens the firms export-related resources and capabilities, which in turn are instrumental in developing a sound export marketing strategy. By realizing this strategy, the firm enjoys competitive advantages related to costs, products, or services, which in turn help it achieve superior export performance in both market and financial dimensions. In addition, the firms export market performance has a positive impact on export financial performance. This study also shows that the effect of national export-promotion programs on export-related resources and capabilities is stronger among smaller firms and, for some programs, among firms with less export experience.

Factors Influencing the Degree of International Pricing Strategy Standardization of Multinational Corporations

In response to certain important gaps identified in the global marketing literature, the focus of this inquiry is an investigation of the pricing strategies followed by manufacturing subsidiaries of multinational corporations. Specifically, the authors attempt to identify the factors that play an important role in determining the degree of international pricing strategy standardization. The findings suggest that the extent to which multinationals standardize their international pricing strategies depends on the level of similarity between home and host countries in terms of customer characteristics, legal environment, economic conditions, and stage of the product life cycle. The authors highlight implications of the findings for business practitioners and discuss future research directions along with the limitations of the study.

An integrated model of the behavioural dimensions of industrial buyer‐seller relationships

Purpose – Research on the behavioural aspects of buyer‐seller relationships, although sizeable, is too heterogeneous and fragmented to yield complete and conclusive insights as to the inter‐relationships of the basic parameters involved. This article attempts to put together extant knowledge on the subject under an integrated conceptual model comprising ten key behavioural constructs.Design/methodology/approach – A total of 24 theoretically‐anchored hypotheses are developed, indicating possible positive or negative associations among the constructs of the model. Based on input received from 122 producers of industrial goods, the proposed model is empirically tested using structural equation modelling.Findings – Of the hypothesized associations examined, 16 were found to be statistically significant and in the right direction, two were significant but in the opposite direction, while the remaining six were not validated. The results confirm most of the findings of previous research on the subject, while so...

Guest editorial: Export marketing: developments and a research agenda

Export marketing research over the last four decades has covered a number of theoretical and practical issues such as standardisation and customisation, export development processes, barriers to exporting, export performance, etc. Rapid technological, institutional, legislative, economic and attitudinal changes across the globe pose challenges for the future development of export marketing research. The emergence of turbulent and hypercompetitive business environments calls for exporters to reconsider the bases and sustainability of their competitive advantage to overseas markets. In particular, future research should focus on the identification of the right export marketing capabilities that firms should develop or acquire, the ability to leverage or transfer them across markets, and the ability to constantly upgrade them using proper organisational learning routines. Of critical importance are the processes used to develop capability‐based strategies and to manage relationships with international customers. This double issue comprises ten articles that deal with some of the main challenges posed to export marketing.

Antecedents and performance of electronic business adoption in the hotel industry

Purpose – The purpose of this study is to investigate the environmental and organizational factors that influence the intensity of electronic business adoption by contemporary organizations, and provide evidence regarding the relationship between e‐business adoption and organizational performance.Design/methodology/approach – The study develops an integrative conceptual model of the antecedents and performance outcomes of e‐business adoption. The research model is subsequently tested empirically using data collected from 154 hotel companies. Structural equation modeling procedures were used to assess the psychometric properties of measurement scales and test research hypotheses.Findings – The study findings indicate that customer power has the greatest impact on the intensity of e‐business adoption, followed by organizational learning ability, adhocracy culture, and top management emphasis. The results also suggest that companies that use the internet more extensively to perform a range of value‐chain act...

Export Market Expansion Strategies of Direct Selling Small and Medium Sized Firms: Implications for Export Sales Management Activities

The authors use punctuated equilibrium theory as a framework to help explain potential differences in the export sales management arrangements between firms that adopt an export market expansion strategy of either market concentration or market spreading. On the basis of a thorough review of the extant literature, the authors identify certain export sales managers’ characteristics and behavior, export sales behavioral control, and satisfaction with export sales territory design as potential discriminators between these two groups of direct exporting firms. Consistent with the hypotheses, in general, the authors find that the tenets of punctuated equilibrium theory hold for the sample of small and medium-sized U.K. exporters. In addition, the results indicate that export market expansion strategy has important implications for a firms export sales management arrangements. The authors discuss the findings and outline implications for business practitioners and further research.

The Export Information System: An Empirical Investigation of Its Antecedents and Performance Outcomes

Marketing literature has widely acknowledged the significant contribution of information-processing activities to export organizations’ success. The export information system (EIS) comprises four key dimensions: information sources, information acquisition, information dissemination, and information utilization. The current research develops and empirically tests a comprehensive conceptual framework that assesses (1) the chain of effects linking the four key dimensions of the EIS, (2) the influence of organizational structure (i.e., formalization and centralization) on the efficiency of export information dissemination, and (3) the relationship between the EIS and export performance. The authors also investigate the moderating effects of certain environmental forces (i.e., market turbulence and intensity of competition). The findings support the critical role of information processing in the success of small and medium-sized exporters. The authors conclude by discussing the studys implications for academic researchers and practitioners as well as directions for further research in the field.

A Proposed Conceptualization of Electronic Service Quality as a Higher-Order Formative-Indicator Construct

The conceptualization and measurement of service quality delivery through electronic channels has attracted significant research attention in recent years. Electronic commerce in general and online retailing in particular continue to expand at a staggering rate. The enormous growth in the number of companies that engage in online activities has resulted in an extremely competitive electronic marketplace. Whereas low price and Web presence were initially considered as the key drivers of success, firms soon realize that the provision of high quality services is the primary source of competitive advantage in online channels. By providing a high level of electronic service quality (e-SQ), companies can strengthen customers’ satisfaction and loyalty, and encourage repeat visits and purchases. Naturally, the definition and measurement of e-SQ became a primary issue of concern among academic researchers and business practitioners. In light of these developments, the main objective of this study is to develop and empirically test a measurement model of e-SQ.