Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures

TLDR

Marketing strategy–performance links are well established domestically, yet evidence for export markets remains fragmented. The study examines how marketing strategy relates to performance in export ventures. Using in‑depth interviews of individual product‑market export ventures, the authors construct and test a conceptual framework that incorporates a broad set of determinants via path analysis. Results show that export marketing strategy, international competence, and managerial commitment drive performance, with strategy shaped by internal and external factors, and the authors discuss managerial and research implications.

Abstract

The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmented. The authors investigate the marketing strategy-performance relationship in the context of export ventures. The study differs from previous export marketing studies in that (1) a comprehensive set of potential determinants of export market performance is considered; (2) the unit of analysis is the individual product-market export venture, rather than the firm or a business division; and (3) the analysis is based on in-depth personal interviews. The authors propose a conceptual framework of export marketing strategy and performance and test it by path analysis. The results support the contention that export marketing strategy, firm's international competence, and managerial commitment are the key determinants of export performance. Export marketing strategy is influenced by internal (firm and product characteristics) and external factors (industry and export market characteristics). They then discuss implications for management and further research.