The moderating role of innovation intensity between international marketing strategy and international marketing performance: branding and commitment in international marketing

Mansour, Majeed Mustafa Othman

doi:10.1504/ijbir.2021.117088

Cited by 1 publication

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“…However, Mudalige et al (2020) have found the relationship between EO, brand orientation and international performance of SMEs in Sri Lanka. Similarly, Mansour (2021) has argued that branding and commitment positively affect the international marketing strategy and SMEs’ international performance. Tajeddini and Ratten (2020) have found the moderation effect of brand orientation between MO and the international performance of SMEs in Switzerland.…”

Section: Entrepreneurial Orientation Brand Differentiation and Export...mentioning

confidence: 99%

Linking entrepreneurial orientation with export performance: mediation effects of multiple differentiation strategies

Hossain

Abdullah²,

Balwi³

et al. 2022

JBIM

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Purpose This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations. Design/methodology/approach A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis. Findings The study revealed EO’s positive and significant effect on SMEs’ export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association. Research limitations/implications The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms. Originality/value This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.

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Section: Entrepreneurial Orientation Brand Differentiation and Export...mentioning

confidence: 99%

Linking entrepreneurial orientation with export performance: mediation effects of multiple differentiation strategies

Hossain

Abdullah²,

Balwi³

et al. 2022

JBIM

View full text Add to dashboard Cite

show abstract

The moderating role of innovation intensity between international marketing strategy and international marketing performance: branding and commitment in international marketing

Cited by 1 publication

References 0 publications

Linking entrepreneurial orientation with export performance: mediation effects of multiple differentiation strategies

Linking entrepreneurial orientation with export performance: mediation effects of multiple differentiation strategies

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