Marketing strategy determinants of export performance: a meta-analysis

Abstract

Identifying the marketing strategy elements that influence export performance has been the subject of sizeable empirical research. However, the findings reported in the literature are characterized by fragmentation and diversity, limiting theory development and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export marketing strategy -performance relationship. The assessment reveals that: (a) although many marketing strategy variables demonstrate positive effects on overall export performance, the relationship is not always significant; (b) of the export performance measures examined in various studies, stronger effects are observed in relation to export proportion of sales; and (c) time of study, geographic focus, and product type had a limited impact on the effect of marketing strategy elements on export performance. Implications for export management and future research are discussed. D

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Relationship Between Inflation and Real Economic Growth in Rwanda

“…Subjective self-reporting was employed because of the expectation (and experience) that firms are unwilling to disclose full data (Leonidou et al 2002;Singh and Mahmood 2014) and because of a proven correlation between subjective and objective measures (Akyol and Akehurst 2003;Dess and Robinson 1984;Matanda and Freeman 2009;Stoian et al 2011).…”

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“…Export price manipulations items were derived from Cavusgil, Chan and Zhang (2003), Leonidou, Katsikeas, and Samiee (2002);Myers, Cavusgil, and Diamantopoulos (2002) and Piercy, Katsikeas and Cravens (1997) whose research synthesizes export pricing components. The five items assess all export price manipulations described in these articles.…”