Zeriti, A, Robson, MJ, Spyropoulou, S et al. (1 more author) (2014) Sustainable export marketing strategy fit and performance. Journal of International Marketing, 22 (4). 44 - 66. ISSN 1069-031X
Abstract
Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and explore the circumstances under which such a strategy affects export performance. Using a sample of U.K. exporters, they find that various macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature of sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome of the differences between home and export markets in terms of economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance of sustainable export marketing strategy adaptation requires adequate fit with these macro- and microenvironmental factors.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) 2014, American Marketing Association. Reproduced in accordance with the publisher's self-archiving policy. |
Keywords: | Contingency theory; export performance; marketing strategy; strategic fit; sustainability |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 25 Mar 2015 17:58 |
Last Modified: | 18 Jan 2018 03:37 |
Published Version: | http://dx.doi.org/10.1509/jim.14.0063 |
Status: | Published |
Publisher: | American Marketing Association |
Identification Number: | 10.1509/jim.14.0063 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:84549 |