A research model
This study presents a comprehensive exploration of the link between export marketing strategy and export performance. The research shows how export performance is moderated by e-commerce utilisation. It also demonstrates how internal and external determinants of export marketing strategy are moderated by e-commerce drivers.
Following the resource-based view, the framework models how international competence, management commitment to the export venture, and product uniqueness impact export marketing strategy. Consistent with industrial organisation theory, the framework also shows how the technology orientation of industry, export market competitiveness, legal / regulatory barriers, and sophistication of the marketing infrastructure impact the export strategy chosen by the firm.
E-commerce drivers are presented as structural determinants of differences among competitors. E-commerce internal drivers - product online transferability and e-commerce assets - are expected to modify some internal forces which have an impact on export marketing strategy. E-commerce external drivers - export market e-commerce infrastructure and demand for e-commerce - are also expected to have implications on industry and export market characteristics and influence competitive intensity, channel structure, logistic efficiency and price competitiveness.
This research explores to what extent the determinants of marketing strategy, moderated by e-commerce utilisation, influence the resulting relationship between export marketing strategy and export performance. The foundation of the firm’s strategy is based on export marketing mix variables which include product adaptation, communication efficiency, promotion adaptation, distribution efficiency, distribution support, and price competitiveness.
Export performance is measured by the extent to which the initial export venture and e-commerce strategic goals were achieved, the average annual export sales growth rate over five years of the venture, the average annual export profitability growth rate over five years of the venture, management’s perceived success of the export venture overall and the success of e-commerce utilisation in the export venture.