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Resources and international marketing strategy in export firms Implications for export performance

机译：出口公司的资源和国际营销策略对出口业绩的影响

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摘要

Purpose - The purpose of this paper is to use the resource-based view (RBV) to analyze the influence of the resources available for the export activity (deriving from the firm's size, experience and structure) and the international marketing strategy on export performance. Design/methodology/approach - A sample of Spanish companies is analyzed using logit modeling. Findings - The results show that the resources available are essential antecedents of the type of export strategy chosen by the firm to compete in international markets and of its export performance. Likewise, although the international expansion strategy adopted does not affect export performance, the decision about whether to standardize or adapt the marketing-mix elements does have an impact. Originality/value - The paper tries to solve the problem arising from the contradictory results on the effect of export performance antecedents using the RBV as theoretical foundation. With that purpose, the authors analyze jointly the factors proposed as potential determinants in this research.
机译：目的-本文的目的是使用基于资源的观点（RBV）分析可用于出口活动的资源（源自公司的规模，经验和结构）以及国际营销策略对出口绩效的影响。设计/方法/方法-使用logit建模分析西班牙公司的样本。调查结果-结果表明，可用资源是公司为在国际市场上竞争而选择的出口策略类型及其出口绩效的必要先决条件。同样，尽管采用的国际扩张战略不会影响出口绩效，但是否标准化或调整市场营销组合要素的决定确实会产生影响。独创性/价值-本文试图以RBV为理论基础，解决因矛盾结果对出口业绩前因的影响而产生的问题。为此，作者们共同分析了提议作为本研究潜在决定因素的因素。

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  • 来源
    《Management Research News》 |2011年第6期|p.496-518|共23页
  • 作者

    Emilio Ruzo; Fernando Losada; Jose A. Diez;

  • 作者单位

    Faculty of Business Management, University of Santiago, Lugo, Spain Antonio Navarro Department of Business and Marketing Management, Faculty of Business Management, University of Seville, Seville, Spain;

    Faculty of Business Management, University of Santiago, Lugo, Spain Antonio Navarro Department of Business and Marketing Management, Faculty of Business Management, University of Seville, Seville, Spain;

    Faculty of Business Management, University of Santiago, Lugo, Spain;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    spain; exports; international marketing; marketing mix; resource management;

    机译：西班牙;出口;国际营销;营销组合;资源管理;

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