Export performance, market orientation and adaptation strategies of small and medium enterprises [Desempeño exportador, orientación al mercado y estrategias de adaptación de pequeñas y medianas empresas]
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The internationalization processes of small and medium-sized companies have been extensively studied in the field of international business, however, the effect of marketing strategies on the process of international expansion of these companies has not been studied in detailed. This article aims to analyze the relationship between adaptation and standardization strategies, market orientation and international performance. For this, a quantitative methodology was used, in which 70 Colombian SMEs with international activities were analyzed. The data was processed using bi-varied analyzes in search of relationships between the three variables part of the study. The results indicate that there is no relationship between the adaptation of the market mix and the export performance of Colombian SMEs; which explains how the heterogeneity of the markets, the specific circumstances of the industry and the company related factors can affect the selection and success of an adaptation strategy of the market mix. © 2020, Universidad del Zulia. All rights reserved.
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