Export Performance: Is It Possible through Knowledge and Capabilities? Evidence from Turkish Manufacturing Firms

Branding advantage of agri-food companies in competitive export markets: a resource-based theory

“…It has been conclusively shown that export entrepreneurs' experience and knowledge about markets and operations is a major factor for success in international markets (K€ oksal and € Ozg€ ul, 2010; e.g. Durmaz and Eren, 2018). Specifically, one could argue that the more familiar the entrepreneur is with the international business environment, the better has domination over the standards procedures for export activities, and thus, better connects with and understands and handles foreign market clients (Stoian et al, 2011(Stoian et al, , 2018.…”

“…For instance, marketing capabilities, such as distribution services are strong predictors of competitive strategies based on delivery and marketing differentiation (Martin et al, 2017). Also, logistic capabilities affect service differentiation capabilities (Durmaz and Eren, 2018). Such close relationships with distributors, which are accomplished by either local or foreign agents that have deep knowledge about consumers demand conditions and effective methods to promote products in particular countries (Chung et al, 2019), can be obtained with the possession of strong distribution capabilities.…”

“…Ventures with a strong new product development capability find it easier to develop new products that are perceived to be more valuable than the current offerings (Cassiman and Golovko, 2011;Wai et al, 2020). Several lines of evidence suggest that firms have been emphasising new product development processes to attain and secure a positional advantage and promote a superior source of growth (Durmaz and Eren, 2018;Ferreira and Coelho, 2020). Therefore, it can be concluded that innovativeness in new product attributes enhances marketing differentiation and brand image (Geldres-Weiss et al, 2016;Kaleka and Morgan, 2019;Falahat et al, 2020).…”

“…In this Branding advantage of agri-food companies respect, foreign firms' knowledge-based resources exert a considerable impact on their brand extensions in the host market. Specifically, adequate market knowledge and export experience enable firms to plan their marketing endeavours (Durmaz and Eren, 2018), to build stronger brands (Celec and Globocnik, 2017) and to adapt their brands to their target market requirements better than their rivals (Reimann et al, 2021). Thus, the following hypothesis is formulated:…”

Effects of market orientation, innovation strategies and value-based pricing on market performance

“…A firm can perform better over their competitors by efficiently and effectively modifying existing products or introducing new products to the market that provide a superior benefit to customers (Deshpandé et al , 1993; Durmaz and Eren, 2017). Heinonen and Strandvik (2015) and Pires et al (2015) additionally pointed out how possible research themes issues are related to innovation, as well as customer experience and prices, stressing that there is a relationship between the innovation strategy and the market performance in terms of differentiation of products, time, costs, prices and delivery, among others (Kadar et al , 2014; Ryu et al , 2015; Roper et al , 2017).…”