Show simple item record

dc.creatorParente-Laverde A.M.
dc.creatorMacias J.L.
dc.descriptionThe 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.
dc.publisherUniversidad del Zulia
dc.sourceRevista Venezolana de Gerencia
dc.subjectExport performancespa
dc.subjectMarket orientationspa
dc.subjectMarketing mix adaptation strategyspa
dc.titleExport 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]
dc.publisher.programNegocios Internacionalesspa
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.affiliationParente-Laverde, A.M., Universidad EAFIT, University of Glasgow, Magister en Negocios internacionales, Universidad EAFIT, Negociadora Internacional, Universidad EAFIT, Universidad de Medellín, Colombia
dc.affiliationMacias, J.L., Universidad EAFIT, Negociador internacional, Universidad EAFIT, Universidad de Medellín, Colombia
dc.relation.referencesAlmodovar, P., Rugman, A., Testing the revisited Uppsala model: does insidership improve international performance? (2015) International Marketing Review, 32 (6), pp. 686-712. ,
dc.relation.referencesBianchi, C., Glavas, C., Mathews, S., SME international performance in Latin America: The role of entrepreneurial and technological capabilities (2017) Journal of Small Business and Enterprise Development, 24 (1), pp. 176-195. ,
dc.relation.referencesBrei, V. A., D’Avila, L., Camargo, L. F., Engels, J., The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis (2011) BAR-Brazilian Administration Review, 8 (3), pp. 266-287. ,
dc.relation.referencesBruneckiene, J., Paltanaviciene, D., Measurement of Export Competitiveness of the Baltic States by Composite Index (2012) Inzinerine Ekonomika-Engineering Economics, 23 (1), pp. 50-62. ,
dc.relation.referencesBryman, A., Bell, E., (2011) Business Research method (Third edit), , Oxfors: Oxford University Press
dc.relation.referencesCalantone, R. J., Cavusgil, S. T., Schmidt, J., Shin, G.-C., Internationalization and the dynamics of product adaptation—An empirical investigation (2004) Journal of Product Innovation Management, 21, pp. 185-198. ,
dc.relation.referencesCateoria, P., Graham, J., Gilly, M., Money, B., (2020) International Marketing, , (18th ed). McGraw-Hill
dc.relation.referencesCavusgil, S. T., Marketing An Relationship: Investigation of the in Empirical Link Export Market Ventures (1994) Journal of Marketing, 58 (1), pp. 1-21
dc.relation.referencesChung, H. F. L., Lu Wang, C., Huang, P., A contingency approach to international marketing strategy and decision-making structure among exporting firms (2012) International Marketing Review, 29 (1), pp. 54-87. ,
dc.relation.references(2016) Perfil y Sofisticación de Empresa Exportadoras Colombiana, ,аlisis_Economico_N_10.pdf, Confecámaras
dc.relation.referencesDeshpandé, R., Farley, J. U., Measuring Market Orientation: Generalization and Synthesis (1998) Journal of Market-Focused Management, 2, pp. 213-232
dc.relation.referencesDouglas, S., Wind, Y., The myth of globalization (1987) Columbia Journal of World Business, pp. 19-29. , Winter
dc.relation.referencesEdmondson, A. C., Mcmanus, S. E., Methodological Fit in Management Field Research (2007) The Academy of Management Review, 32 (4), pp. 1155-1179. ,
dc.relation.referencesEngelen, A., Gupta, V., Strenger, L., Brettel, M., Entrepreneurial Orientation, Firm Performance, and the Moderating Role of Transformational Leadership Behaviors (2015) Journal of Management, 41 (4), pp. 1069-1097. ,
dc.relation.referencesEscandón, D. M., González-campo, C. H., Factors determining the appearance of ‘born global’ companies: analysis of early internationalisation for SMES in Colombia (2013) Pensamiento y Gestion, 35, pp. 206-223
dc.relation.referencesFelicitas Evangelista, S. A., The entrepreneur in the Born Global firm in Australia and Sweden (2006) Journal of Small Business and Enterprise Development, 13 (4), pp. 642-659. ,
dc.relation.referencesFelzensztein, C., Deans, K., Dana, L., Small Firms in Regional Clusters: Local Networks and Internationalization in the Southern Hemisphere (2019) Journal of Small Business Management, 57 (2), pp. 496-516
dc.relation.referencesGabrielsson, M., Sasi, V., Darling, J., Finance strategies of rapidly-growing Finnish SMEs: Born Internationals and Born Globals (2004) European Business Review, 16 (6), pp. 590-604. ,
dc.relation.referencesGhemawat, P., Distance still matters. The hard reality of global expansion (2011) Harvard Business Review
dc.relation.referencesGriffith, D., Lee, H., Yeo, C., Calantone, R., Marketing process adaptation Antecedent factors and new product performance implications in export markets (2014) International Marketing Review, 31 (3), pp. 308-334. ,
dc.relation.referencesHomburg, C., Pflesser, C., A Multiple-Layer Model of MarketOriented Organizational Culture: Measurement Issues and Performance Outcomes (2000) Journal of Marketing Research, 37 (4), pp. 449-462. ,
dc.relation.referencesHooley, G., Newcomb, J., The Quarterly Review of Marketing (1983) The Quarterly Review of Marketing, 8 (4), pp. 15-22
dc.relation.referencesJain, S. C., Standardization of International Marketing Strategy: Some Research Hypotheses (1989) Journal of Marketing, 53 (1), pp. 70-79
dc.relation.referencesJantunen, A., Nummela, N., Puumalainen, K., Saarenketo, S., Strategic orientations of born globals-Do they really matter? (2008) Journal of World Business, 43 (2), pp. 158-170. ,
dc.relation.referencesJohanson, J., Vahlne, J.-E., The Internationalization Process of the Firm-A Model of Knowledge Development and Increasing Foreign Market Commitments (1977) Journal of International Business Studies, 8 (1), pp. 23-32
dc.relation.referencesKatsikeas, C. S., Samiee, S., Theodosiou, M., Strategy fit and performance consequences of international marketing standardization (2006) Strategic Management Journal, 27, pp. 867-890. ,
dc.relation.referencesKira, H., Jayacgandra, S., Bearden, O, Market Orientation: A Meta-Analytic Review and Assessment of Its Performance (2016) American Marketing Association, 69 (2), pp. 24-41. , A W
dc.relation.referencesKohli, A. K., Jaworski, B. J., Market Orientation: The Construct, Research Propositions, and Managerial Implications (1990) Journal of Marketing, 54 (2), pp. 1-18. ,
dc.relation.referencesLages, L. F., Abrantes, J. L., Lages, C. R., The stratadapt scale: A measure of marketing strategy adaptation to international business markets (2008) International Marketing Review, 25 (5), pp. 1-6. ,
dc.relation.referencesLee, Y. K., Kim, S. H., Seo, M. K., Hight, S. K., Market orientation and business performance: Evidence from franchising industry (2015) International Journal of Hospitality Management, 44, pp. 28-37. ,
dc.relation.referencesLotayif, M., Covering International Marketing Influences on Firm International Performance: Evidences from GCC (2017) International Journal of Business and Management, 12 (8), p. 274. ,
dc.relation.referencesMartin, S. L., Javalgi, R. R. G., Entrepreneurial orientation, marketing capabilities and performance: The Moderating role of Competitive Intensity on Latin American International New Ventures (2016) Journal of Business Research, 69 (6), pp. 2040-2051. ,
dc.relation.referencesMartins, I., Rialp-Criado, A., Vaillant, Y., Simultaneous effects between innovativeness and export behavior in small firms: Evidence from Spain (2015) Handbook of Research on International Entrepreneurship Strategy: Improving SME Performance Globally, pp. 120-147. ,
dc.relation.referencesMatiusinaite, A., Sekliuckiene, J., Factors determining early internationalization of entrepreneurial SMEs: Theoretical approach (2015) International Journal of Economic Sciences and Applied Research, 8 (3), pp. 21-32
dc.relation.referencesMesa, F., Torres, R., Pymes manufactureras exportadoras en Colombia: un análisis de su actividad real (2019) Lecturas de Economía, 90, pp. 127-157. ,, (enero-junio 2019)
dc.relation.referencesMonika Alimiene, M., Kuvykaite, R., Standardization/Adaptation of Marketing Solutions in Companies Operating in Foreign Markets: An Integrated Approach (2008) Engineering Economics, 1 (56), pp. 37-47
dc.relation.referencesNarver, J. C., Slater, S. F., The Effect of a Market Orientation on Business Profitability (1990) Journal of Marketing, 54, pp. 20-35. ,
dc.relation.referencesNuwagaba, D., Ntayi, J. M., Ngoma, M., Psychic Distance, Firm Size, Perceived Risk and Export Market Choice of Exporting Firms in Uganda (2013) European Scientific Journal, 99 (1010), pp. 1857-7881
dc.relation.referencesOspina, J. M., Pérez, G., A Measure of Market Orientation: Development and Validation in a Different Cultural Context (2013) Revista Innovar, 23 (49), pp. 41-49. ,
dc.relation.referencesOtero, J., Ruiz, J., Barcasnegras, A., Arbelaez, N., Impact of innovation on export behavior in the Colombia’s food and beverage industry (2018) Revista de Analisis Economico, 33 (1), pp. 89-120
dc.relation.referencesOviatt, B. M., McDougall, P. P., Toward a Theory of International New Ventures (1994) Journal of International Business Studies, 25 (1), pp. 45-64
dc.relation.referencesParente, A. M., Goda, T., (2016) Colombia’s exports performance in non-fuel sectors desempeño de las exportaciones colombianas en el sector de no combustible, 8 (1), pp. 71-91
dc.relation.referencesPatterson, P. G., Cicic, M., A Typology of Service Firms in International Markets: An Empirical Investigation (1995) Journal of International Marketing, 3 (4), pp. 57-83
dc.relation.referencesPetry, J. F., (2018) Institutional Distance, Regional Clusters and Performance of Foreign Subsidiaries: Evidences from Brazil
dc.relation.referencesReyes, G. E., Chac, S. M., Colombia 2003-2013: Estructura Y Tendencias Colombia 2003-2013: Trends and Structure of Exports (2014) Tendencias, XV (2), pp. 45-57
dc.relation.referencesRienda, L., Claver-Cortes, E., Quer, D., Andreu, R., Greenfield investments or acquisitions? The influence of distance on emergingmarket multinationals (2019) Management Decision, 57 (5), pp. 1223-1236. ,
dc.relation.referencesSamiee, S., Roth, K., The influence of global marketing standarization on performance (1992) Journal of Marketing, 56
dc.relation.referencesSerpa, M. C., Scherer, F., Schneider, I., de Moura Carpes, A., dos Santos, M. B., Nunes Piveta, M., Drivers of international performance of Brazilian technology-based firms (2018) Review of International Business, 13 (1), pp. 32-49. ,
dc.relation.referencesTabares, A., Alvarez, C., Urbano, D., Born Globals From the Resource-Based Theory: a Case Study in Colombia (2015) Journal of Technology Management & Innovation, 10 (1), pp. 154-165
dc.relation.referencesTheodosiou, M., Leonidou, L. C., Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research (2003) International Business Review, 12. ,
dc.relation.referencesVignali, C., McDonald’s: “think global, act local” – the marketing mix (2001) British Food Journal, 103 (2), pp. 97-111. ,
dc.relation.referencesWiklund, J., Shepherd, D., Entrepreneurial orientation and small business performance: A configurational approach (2005) Journal of Business Venturing, 20 (1), pp. 71-91. ,
dc.relation.referencesWu, A., Voss, H., When does absorptive capacity matter for international performance of firms? Evidence from China (2015) International Business Review, 24 (2), pp. 344-351. ,
dc.relation.referencesZaheer, S., Zaheer, A., Trust across borders (2006) Journal of International Business Studies, 37 (1), pp. 21-29. ,
dc.relation.referencesZhang, M., Knight, G., Tansuhaj, P., International Performance Antecedents in Emerging Market SMEs: Evidence from China (2014) Journal of Global Marketing, 27 (3), pp. 161-177. ,
dc.relation.referencesZou, S., Andrus, D. M., Norvell, D. W., Standardization of international marketing strategy by firms from a developing country (1997) International Marketing Review, 14 (2), pp. 107-123
dc.relation.referencesZou, S., Taylor, C. R., Osland, G., The EXPERF scale: A cross-national generalized export performance measure (1998) Journal of International Marketing, 6 (3), p. 37

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record