Saeed Samiee

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.

Countries and their products: A cognitive structure perspective

This research reports on consumers’ cognitive structures for countries and their products. In-depth personal interviews identified respondents’ knowledge, beliefs, myths, and other relevant cognitions related to a diverse set of 11 countries and their products. Derived cognitive dimensions were analyzed via correspondence analysis, and the 11 countries were subsequently grouped into five sets, or cognitive categories. In addition to the empirical findings, the article introduces the concept of country equity as a new way of thinking about global brands and discusses managerial implications related thereto.

Influence of firm size on export planning and performance

Abstract The nature and impact of export planning and related activities in small and large U.S. exporting firms is the focus of interest in this study. The findings indicate a pattern of significant differences between small and large exporters in the areas of export planning activity, organizational and attitudinal variables, and information-gathering activity. In the case of the export planning-performance relationship, the data show that export planning activity and export intensity are related. Export profitability, however, does not appear to be a correlate of planning activity in either small or large firms.

Cross-cultural Research in Advertising: An Assessment of Methodologies

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to.

Exporting and the Internet: a conceptual perspective

This study explores the suitability and the potential use of the Internet in exporting. Six fundamental axioms that govern the Internet‐export business dyad are identified and antecedents to the relevance of the Internet in exporting are explored. The axioms address the difficulty of acquiring a sustainable competitive advantage via the Internet, the necessity for export‐specific structures, the “derived” nature of consumer demand, security concerns, the presence of structural impediments in using the Internet, and the transaction‐ versus process‐based use of the Internet in exporting. In particular, the use and penetration of the Internet are significantly influenced by the presence of key structural impediments of various nations, which are fully explored in this study. In these contexts, applications of the Internet in exporting are examined in light of exporter type, application type, and transaction type. Using this information, a conceptual framework that defines the role of the Internet in exporting is offered. According to the framework, the appropriateness and the extent to which an exporter may successfully use the Internet should be assessed in light of its net incremental contribution to export profits.

The internet and international marketing: Is there a fit?

Abstract This article critically examines the internets limitations and roles in international marketing. Within the context of international marketing, applications of the internet can be conceptualized as either process- or product/service-based. Accordingly, the article examines two types of impediments to the internets adoption and growth in international marketing: structural and functional. Structural issues deal with nations’ information technology infrastructures, as well as their languages, cultures, and legal frameworks. Functional impediments, on the other hand, involve marketing program and process issues, including data management and customer discontent. It is apparent from this analysis that the internet will play a much greater role in business-to-business marketing across national boundaries than it does in international consumer marketing, however, both structural and functional issues are unlikely to be resolved in the foreseeable future. As with other innovations that have impacted international marketing over time, the internet will gradually carve a niche for itself in the conduct of international transactions.

The internationalization of services: trends, obstacles and issues

The international market for services grew to

Retailing and channel considerations in developing countries: A review and research propositions

1.2 trillion in 1995 and has been growing at double‐digit rates. The USA possesses the lion’s share of the world’s services exports and stands to gain significantly from lower barriers to trade in services. However, despite the significant progress already made, numerous barriers remain and many countries have not joined the multilateral negotiations for eliminating or lowering existing barriers. This study examines the history of market access and trends, the obstacles to the international marketing of services, and key issues including classification methods and economic, regulatory, and cultural impediments, and offers directions for future research.

Relationship marketing in an international context: a literature review

Abstract This study critically examines retailing and channels of distribution considerations in developing countries. It is comprised of a comprehensive review of the literature and integrates the fragmented body of knowledge in the area. Nine research propositions are offered that can guide hypothesis generation for future research. Research priorities and managerial implications are discussed.

Marketing Strategy in Emerging Markets: The Case of China

This study identifies and examines the extant literature in international relationship marketing. Twenty-four empirical studies that address various aspects of relationship marketing are identified. However, only eight studies were found to explore marketing relationships across national boundaries. The remainder combine multi-country data or examine relationship marketing in non-US settings. In this review, we report the nature and the findings of these studies and discuss their implications for future research and marketing practice. It is apparent from this review that, despite the increasing importance of international marketing, insufficient attention is being paid to exploring and theorizing relationship marketing in international contexts. Furthermore, limited effort in validating domestic findings in international settings circumscribes the universal applicability and managerial relevance of relationship marketing studies.