• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of international management >Standardisation and adaptation of firms' export marketing strategies in familiar European and non-familiar non-European markets
【24h】

Standardisation and adaptation of firms' export marketing strategies in familiar European and non-familiar non-European markets

机译：在熟悉的欧洲和不熟悉的非欧洲市场中企业出口营销策略的标准化和调整

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Our study investigates the relationships between export market experience (internal contingency factor), competitive intensity (external contingency factor), marketing strategy adaptation and export success of Austrian SMEs. Drawing from contingency theory, we develop a conceptual model and test it with a sample of 115 Austrian SMEs. After splitting the sample into familiar European countries and unfamiliar non-European countries including CEE countries, we found a negative relationship between product adaptation and sales growth and profitability in non-European and CEE countries, and a positive relationship between product adaptation and profitability in familiar European countries. Our results demonstrate that promotion adaptation has a positive effect on sales growth and profitability in both subsamples: European countries and non-European countries including CEE countries.
机译：我们的研究调查了奥地利中小企业的出口市场经验（内部偶然因素），竞争强度（外部偶然因素），营销策略适应和出口成功之间的关系。基于权变理论，我们开发了一个概念模型，并以115家奥地利中小型企业的样本进行了测试。将样本分为熟悉的欧洲国家和不熟悉的非欧洲国家（包括CEE国家）后，我们发现非欧洲和CEE国家的产品适应性与销售增长和盈利能力之间存在负相关关系，而熟悉的产品适应性与盈利能力之间存在正相关关系欧洲国家。我们的结果表明，促销适应对两个子样本（欧洲国家和包括CEE国家在内的非欧洲国家）的销售增长和利润率都有积极影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号