Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium‐sized exporters

Volume: 38, Issue: 910, Pages: 1186 - 1214
Published: Sep 1, 2004
Abstract
This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign...
Paper Details
Title
Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium‐sized exporters
Published Date
Sep 1, 2004
Volume
38
Issue
910
Pages
1186 - 1214
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