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KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS

Economics and Management

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Title KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS
 
Creator Virvilaitė, Regina; Kaunas University of Technology
Šeinauskienė, Beata; Kaunas University of Technology
 
Subject —
 
Description Studies investigating the relationship of export marketing strategy standardization/adaptation and firm export performance recently emphasize the importance of internal factors. According to Schilke et al (2009) standardization must be explored in the relationship with the other relevant firm’s strategies that may have significant implications for the effect of standardization on performance. Schilke et al (2009) found that standardization is more important to performance when a cost leadership strategy is pursued. The findings of other studies (Aulakh et al, 2000) revealed that a cost leadership strategy has a stronger effect on export performance in developed country markets and that firms using a standardized approach in developed countries have lower performance than those adapting their marketing strategies. Other studies (Solberg, Durrieu, 2008) did not provided the empirical support for the existence of direct or indirect impact of competitive strategies through standardization on firm performance. Existing findings provide only limited and mixed results and controversy remains regarding the impact of competitive strategies on the relationship of standardization/adaptation and performance. The aim of the article – theoretically substantiate the conceptual framework depicting the link between the competitive strategies, export marketing strategy standardization/adaptation and export performance.DOI: http://dx.doi.org/10.5755/j01.em.17.3.2133
 
Publisher Kaunas University of Technology
 
Contributor —
 
Date 2012-08-08
 
Type —
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Format application/pdf
 
Identifier http://www.eejournal.ktu.lt/index.php/Ekv/article/view/2133
10.5755/j01.em.17.3.2133
 
Source ECONOMICS AND MANAGEMENT; Vol 17, No 3 (2012); 1124-1135
EKONOMIKA IR VADYBA; Vol 17, No 3 (2012); 1124-1135
 
Language en
 
Rights Autorių teisės yra apibrėžtos Lietuvos Respublikos autorių teisių ir gretutinių teisių įstatymo 4-37 straipsniuose.
Copyright terms are indicated in the Republic of Lithuania Law on Copyright and Related Rights, Articles 4-37.