Shaoming Zou

The determinants of export performance: a review of the empirical literature between 1987 and 1997

Export performance research has proliferated in the last decade. Significant progress has been made in developing better theory and knowledge of the export performance of firms. However, the field of inquiry is characterized by a diversity of conceptual, methodological, and empirical approaches that inhibit the development of clear conclusions regarding the determinants of export performance. In this article, an updated review and synthesis of the empirical literature on determinants of export performance between 1987 and 1997 is offered. Using a combination of the narrative and vote‐counting approaches, 50 studies were identified, reviewed, and synthesized. Major directions for future research are also discussed.

The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters

The primary purpose of this article is to investigate the effect of export marketing capabilities on export performance. Drawing on the resource-based view, the authors develop a model that links an exporters product development capability, distribution capability, communication capability, and pricing capability with its positional advantages (low-cost advantage and branding advantage) and its performance in the export market. On the basis of a survey of Chinese export ventures, the authors find general support for their proposed model. The authors discuss the theoretical and managerial implications of their findings.

Global strategy: a review and an integrated conceptual framework

A review of the literature reveals that global strategy is characterized by diverse perspectives and lack of a unified theory. Identifies gaps in the literature as the contributors to its current state: lack of integration of the diverse perspectives and domination by the industrial organization (IO) theoretical view. Attempts to integrate the diverse perspectives of global strategy into a six‐dimension global strategy construct, and to integrate the IO‐based theory with the resource‐based theory of strategy and competitive advantage. Presents an integrated conceptual framework of global strategy which helps reduce the ambiguity and confusion in the global strategy literature, and that serves as a theoretical foundation for future research. Discusses the managerial implications.

The Impact of Industry Concentration and Firm Location on Export Propensity and Intensity: An Empirical Analysis of Chinese Manufacturing Firms

Recent export studies have focused on the internal/controllable determinants of export performance. The external/uncontrollable determinants of export performance have received scant research attention. In this study, the authors examine two key external/uncontrollable factors, namely, industry concentration and firm location, in the context of Chinese manufacturing firms. In addition, the authors include several frequently studied factors such as firm size, capital intensity, technology innovation, and industry in the analysis as covariates. On the basis of logistical regression and multiple regression analysis, the authors find that both domestic market concentration and firm location are potent predictors of Chinese firms’ export propensity and export intensity. The authors discuss implications of the findings to expose the reason behind the success of Chinese exporters in international markets.

Selecting international modes of entry and expansion

Selecting a mode for entering or expanding in a foreign market is a crucial strategic decision for an international firm. This article identifies and compares the most influential factors that affect the international modes of entry and expansion decisions of US and Japanese firms. Using mail surveys, this is one of the first studies on this subject to collect data from top executives in both Japan and the USA. Findings reveal that the Japanese are particularly sensitive to external risk and other target market factors. For Americans, company factors, such as international experience, appear to be most important when selecting modes of entry. Joint ventures may be more appropriate for internationally‐experienced firms, than for inexperienced companies.

Advertising standardization's positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance

Building on Zou and Cavusgils (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance. Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firms financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.

Foreign market entry strategies of Japanese MNCs

While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant predictors of Japanese MNCs’ entry mode choice and that bargaining power theory is of value in predicting the entry mode choices of Japanese MNCs.

CONTRIBUTIONS TO INTERNATIONAL ADVERTISING RESEARCH: An Assessment of the Literature Between 1990 and 2002

Research in the field of international advertising has produced a large volume of literature. Although some attempts have been made in the past to review this stream of research, there has been no attempt to assess the contributions to this literature by individuals and institutions. This study assesses the contributions of individual researchers and institutions from 1990 to 2002, based on their publications in major advertising, marketing, and international business journals, and the Social Science Citation Index (SSCI). The findings of this study offer researchers a unique view of this field and some directions for future research.

Effect of Customer Participation on Service Outcomes The Moderating Role of Participation Readiness

Prior empirical evidence on the role of customer participation (CP) on service outcomes is limited and inconsistent. The authors add new insights by investigating the boundary conditions of the CP-service outcome link. Using two experiments, the article examines the moderating effect of three CP readiness factors: ability, perceived benefits of participation, and role identification. The results show that when CP readiness is high, increasing CP enhances service outcomes including customer satisfaction and perceived service quality; however, when CP readiness is low, the effect of CP on service outcomes tapers off or becomes negative. The results highlight the contingent nature of CP’s effect, demonstrate that CP could indeed be a double-edged sword, and provide managerial guidelines to enhance CP’s benefits through appropriate targeting and service design.

Executive Insights: Global Account Management Capability: Insights from Leading Suppliers

Global account management (GAM) has become a strategic focus among most multinational companies, but there is little empirical research on what type of organizational capability fosters GAM programs. In this article, the authors synthesize selected literature on the topic, examine relevant fieldwork and case studies, and discuss findings from in-depth field interviews with leading global suppliers that have active GAM programs in place. This research clarifies constructs, develops research propositions, and provides an integrated framework that includes GAM processes and performance consequences.