Table of Contents

Research Handbook on Export Marketing

Research Handbook on Export Marketing

Elgar original reference

Edited by Craig C. Julian

The Research Handbook on Export Marketing profiles the main theoretical frameworks used in export marketing, the contingency approach; the eclectic paradigm; industrial organization approach; resource-based view and relational exchange theory. Through the exploration of these salient theoretical outlooks, this Handbook outlines the development of export marketing theory from its inception to current day.

Chapter 3: The impact of strategic orientations on export marketing strategy: new classification and typology

Yoel Asseraf and Aviv Shoham

Subjects: business and management, international business, marketing

Extract

Can a firm’s export marketing strategy (in terms of standardization/adaptation) be anticipated based on its membership in a specific set of strategic orientation groups? This theoretical chapter is designed to discuss this question. It develops theoretical paths from different classes of strategic orientations to the level of export marketing strategy adaptation or standardization via the generation of distinct capabilities. Addressing these links is in line with the recognition of the importance of strategic orientations and recent calls for further research beyond the market orientation. In a meta-analysis, Grinstein (2008, p. 126) called for the focus to be moved ‘from studying the direct effect of market orientation on business performance, to the study of the various combinations of strategic orientations that firms can pursue in different situations’. Similarly, Kumar et al. (2011) pointed to the need for empirical studies that examine the relative contribution of each orientation, and the collective contribution of some orientations, to a firm’s positional advantage, as reflected by performance. In addition, Hakala’s (2011, p. 212) review paper on orientations suggested that the complementary approach of different orientations would be ‘the most productive way to enhance the understanding of orientations as principles and activities of adaptation that support the performance of a firm’. While some managers prefer to concentrate on their companies’ visionary innovation – an inside-out approach that focuses on changing the market – others prefer an outside-in approach, as it reflects a firm’s response to consumer needs and competitors’ actions.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information