Article: article from journal or magazin.
Change in international market strategy as a reaction to performance decline
JOURNAL OF BUSINESS RESEARCH
While a great deal of research has explored how international marketing strategy,influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning theory addresses when and how international marketing strategy will change. Employing data from over 500 exporters, the results, which are consistent with theoretical predictions, indicate that (1) firms are generally not prone to inertia and do, in fact; change their international marketing strategy when facing declines in performance, and (2) that the direction of change depends on the level of competition in the specific foreign market, with firms adapting their international marketing strategy in low competitive markets and standardizing their international marketing strategy in highly competitive markets. The paper includes implications for academics and practitioners.
International marketing, Strategic change, Competitive intensity, Adaptation/standardization, Local/global strategy, Organizational learning
Web of science
Last modification date