Export Performance: A Focus on Discretionary Adaptation

Published on Nov 27, 2017in Journal of International Marketing8.125
· DOI :10.1509/JIM.16.0114
Stanford A. Westjohn16
Estimated H-index: 16
Peter R Magnusson31
Estimated H-index: 31
(UA: University of Alabama)
AbstractMarketing adaptation strategy has been characterized as a strategic imperative in markets with protectionist and nationalist sentiments, which underscores the need to better understand the effects of adaptation strategy. However, empirical investigations of international marketing strategy have considered mandatory and discretionary adaptations as equivalent. Discretionary adaptations, unlike mandatory adaptations, involve choice; thus, they are more relevant to the selection of an international marketing strategy. This article focuses on the direct and conditional effects of discretionary adaptation on export performance. Analyzing data from 203 U.S. small and medium-sized enterprises, the authors find a positive effect of discretionary adaptation on export performance as well as moderating effects of (1) a market characteristic (psychic distance), (2) a firm characteristic (international experience), and (3) a product characteristic (product positional advantage). The implications suggest that a...
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