Authors
Leonidas C Leonidou, Constantine S Katsikeas, Saeed Samiee
Publication date
2002/1/1
Journal
Journal of Business research
Volume
55
Issue
1
Pages
51-67
Publisher
Elsevier
Description
Identifying the marketing strategy elements that influence export performance has been the subject of sizeable empirical research. However, the findings reported in the literature are characterized by fragmentation and diversity, limiting theory development, and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export marketing strategy–performance relationship. The assessment reveals that: (a) although many marketing strategy variables demonstrate positive effects on overall export performance, the relationship is not always significant; (b) of the export performance measures examined in various studies, stronger effects are observed in relation to export proportion of sales; and (c) time of study, geographic focus, and product type had a limited impact on the effect of marketing strategy elements on …
Total citations
Scholar articles
LC Leonidou, CS Katsikeas, S Samiee - Journal of Business research, 2002
LC Leonidou, CS Katsikeas, S Samiee - Journal of Business Research, 2006