Product Adaptation Strategy and Export Performance: The Impacts of the Internal Firm Characteristics and Business Segment

Abstract

The objective of this article is to examine the relationship between the product adaptation strategy and the export performance of a company, taking into account the impacts of the internal characteristics of the company and the business segment.The findings of a questionnaire investigation of about 120 industrial exporting companies demonstrated that the business segment, the type of the exported product, as well as the number of served countries affect the adaptation strategy of the exported product. The results also show that the companies can improve their performance at the international markets level with the implementation of an adequate export marketing strategy.

Export experience and financial performance of small and medium enterprises

“…Subjective measures represent the managers' satisfaction with the export performance, the perception of the export profitability and customer satisfaction. Hybrid measures are multi-dimensional, both objective and subjective (Zaiem et al, 2011). The study decided to measure export performance through financial measures.…”

How contribute strategic corporate brand management model? : Thai SMEs context

“…It affects to strategic corporate brand management (Hoang, 1998;Kazem, 2003;Voss & Seiders, 2003;Zaiem and Zghidi, 2011;Lui, Ratnatunga & Yao, 2014;Rensburg , 2014). Firm characteristics shows resources of competition which made organization using strategy to perform advantages in competition.…”

“…Combining innovation and changing management until being able to reach good performance and return for interested person (Hornsby & Goldsby, 2009). A number of studies have attempted to entrepreneurship investigating with strategic corporate brand management and the result was that entrepreneurship has both direct and indirect ways to corporate performance (Boyle, 2003;Ojasalor, Natti & Olkkohen, 2008;Shaw, 2011;Zaiem & Zghidi, 2011;Rensburg, 2014). Entrepreneurship will be brave to face the risks wisely and plan on proactive operation that reflects on attempt to the organization which made the efficient strategy design for competition to achieve more performances.…”

“…SMEs have to design corporate brand management that has conformance and suitability which helping strategy performance achieve goals. The previous studies were concerned that entrepreneurship has both direct and indirect ways of affection to performance (Harris, 2001;Kollman & Suckow, 2007;Opuku et al, 2007;Powell and Ennis, 2007;Ojasalor, Natti & Olkkohen, 2008;Celoman, 2011;Zaiem & Zghidi, 2011;Budhathoki, 2014;Lui, Ratnatunga & Yao, 2014;Rensburg, 2014). Therefore, this study speculates the outcome proposition that:…”

“…SCBM is base of developing procedure and preserving corporate brand which involve with consumer, target group, officer and other interested people. The empirical researches investigated that SCBM affect to performance (Ucbasaran, 2004;Berthon, Ewing & Napoli, 2008;Zaiem & Zghidi, 2011;Rutler, 2013;Wong, 2014) . Therefore, this study speculates the outcome proposition that: P7 -SCBM is positively to the degree to which corporate performance of Thai SMEs.…”