“…Marketing strategy is defined as laying out target markets and the value proposition that will be offered based on an analysis of the best market opportunities (Kotler & Keller, 2016); it is a formula for how a business is going to compete, what its goals should be, and what policies will be needed to carry out these goals (Porter, 1980). Marketing strategies refer to the means by which firms respond to competitive market conditions (Lee & Griffith, 2004) to achieve their objectives (Cavusgil & Zou, 1994;Fernando et al, 2017;O'Cass & Julian, 2003); firms may implement a marketing mix that includes product, price, promotion, and distribution in international marketing (Cavusgil & Zou, 1994;Katsikeas et al, 2006;Leonidou et al, 2002). This study uses the four components of a modern marketing mix proposed by Kotler and Keller (2016): people (all employees and consumers), processes (all the creativity, discipline, and structure brought to marketing), programs (all of a firm's consumer-directed activities), and performance (holistic marketing, to capture the range of possible outcome measures).…”