scholarly journals Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms

2021 ◽  
Author(s):  
Alice Mazzucchelli ◽  
Roberto Chierici ◽  
Angelo Di Gregorio ◽  
Claudio Chiacchierini
Keyword(s):  
International Business ◽  
Conversion Rate ◽  
Online Advertising ◽  
Export Performance ◽  
Foreign Markets ◽  
Firm Level ◽  
Brand Communities ◽  
Social Crm ◽  
Body Of Knowledge ◽  
Physical Presence

AbstractSocial networks are a driving force of digital transformation and offer firms the opportunity to market products and services to both international consumers and providers, establish durable relationships with them, and improve their own competitiveness. The study analyzes the role played by the use of Facebook for online advertising, building interaction and brand communities, implementing social CRM activities, and conducting market research, as well as a sales channel alternative to physical presence, in firms’ international export performance, both in terms of managers’ perceptions and Facebook buy button conversion rate. A survey-based empirical analysis of 105 fashion firms operating worldwide was conducted. The results of multiple regression analyses show that building conversations and brand communities positively affects international export performance, while advertising via Facebook yields mixed results. By comparing firms that have a physical presence with those that do not, the former turned out to benefit from especially in-store advertising and promotions to enhance their Facebook buy button conversion rate; while the latter can improve their performance mainly by adopting outdoor and transit advertising and digital marketing. The research contributes to the existing body of knowledge on social media marketing and international business and, by adopting a firm-level perspective, provides interesting insights for practitioners since it allows to understand how to develop an effective Facebook strategy to succeed in foreign markets.

scholarly journals Exporters and global value chain participation: Firm-level evidence from South Africa

2020 ◽  
Author(s):  
Caio Torres Mazzi ◽  
Gideon Ndubuisi ◽  
Elvis Avenyo
Keyword(s):  
South Africa ◽  
South African ◽  
Value Chain ◽  
Export Performance ◽  
Global Value Chain ◽  
Foreign Markets ◽  
Firm Level ◽  
Before And After ◽  
Post Entry ◽  
Related Trade

Using the South African Revenue Service and National Treasury firm-level panel data for 2009–17, this paper investigates how global value chain-related trade affects the export performance of manufacturing firms in South Africa. In particular, the paper uses extant classifications of internationally traded products to identify different categories of global value chain-related products and compares the productivity premium of international traders for these different categories. Also, the paper investigates possible differences in learning-by-exporting effects across the identified categories of global value chain-related products by estimating the effect of exporting before and after entry into foreign markets. The results confirm that global value chain-related trade is associated with a higher productivity premium compared with traditional trade. However, within the categories of exporters, only the firms that trade in global value chain-related products and simultaneously engage in research and development in the post-entry periods appear to learn from exporting.

scholarly journals Investigating international strategic brand management and export performance outcomes in the B2B context

2019 ◽  
Vol 37 (1) ◽  
pp. 98-129
Author(s):  
Keith Pyper ◽  
Anne Marie Doherty ◽  
Spiros Gounaris ◽  
Alan Wilson
Keyword(s):  
Brand Management ◽  
Export Performance ◽  
Performance Outcomes ◽  
Financial Resources ◽  
Foreign Markets ◽  
Firm Level ◽  
Content Type ◽  
Marketing Planning ◽  
Business Customers ◽  
International Branding

Purpose Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources, (financial resources) and international capabilities (market information, branding and marketing planning) contribute to the ability of B2B exporters to effectively manage their brands abroad. Design/methodology/approach A mixed method firm-level approach was employed. First, a qualitative study of 34 in-depth interviews explored the focal inter-relationships and constructs identified within the literature. A survey of 208 successful UK exporters was then conducted and the results were analysed using structured equation modelling. Findings The results confirm that certain marketing capabilities (branding and marketing planning) are advantageous antecedents to the employment of effective SBM in foreign markets which, in turn, leads to increased financial and market performance internationally. Practical implications This paper outlines practical brand management considerations managers need to account for to achieve effective exporting. Practitioners are advised to prioritise the development of robust international branding and marketing planning capabilities which can enable them to exploit their limited financial resources for optimal benefits. Furthermore, by developing these capabilities, firms can focus on the essence of their brand and communicate their brand image through the effective strategic management of their brand to business customers, evoking positive brand associations, enhanced perceived brand value and the achievement of increased export performance. Originality/value This paper is the first to focus on international SBM as the deterministic factor leading to improved B2B export performance. An innovative framework is offered which positions the pivotal role of International SBM as the central focus. The construct for international branding capabilities is extended specifically for use in the B2B domain.

A literature review on firms' internationalisation through e-commerce

2019 ◽  
pp. 121-143
Author(s):  
Riccardo Resciniti ◽  
Federica De Vanna
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
International Business ◽  
Decision Process ◽  
Foreign Markets ◽  
New Markets ◽  
Integrative Framework ◽  
The Past ◽  
The Relationship

The rise of e-commerce has brought considerable changes to the relationship between firms and consumers, especially within international business. Hence, understanding the use of such means for entering foreign markets has become critical for companies. However, the research on this issue is new and so it is important to evaluate what has been studied in the past. In this study, we conduct a systematic review of e-commerce and internationalisation studies to explicate how firms use e-commerce to enter new markets and to export. The studies are classified by theories and methods used in the literature. Moreover, we draw upon the internationalisation decision process (antecedents-modalities-consequences) to propose an integrative framework for understanding the role of e-commerce in internationalisation

Conceptualización del desempeño exportador: análisis de los avances en la literatura de los negocios internacionales

Oikos ◽  
2016 ◽  
Vol 19 (40) ◽  
pp. 137
Author(s):  
Roberto Horta
Keyword(s):  
Performance Analysis ◽  
Literature Review ◽  
International Business ◽  
Export Performance ◽  
Comprehensive Literature Review

RESUMENEl objetivo de este artículo es el de analizar el concepto “desempeño exportador”, concepto muy usado en la literatura relacionada con los negocios internacionales, a los efectos de aportar a su conceptualización y medición. Para ello, se efectúa una amplia revisión de la literatura y se analizan los avances realizados por los investigadores a los efectos de aportar a las dimensiones y formas de medir este concepto. Se concluye que se trata de un concepto en el cual siguen existiendo diversos enfoques, aunque existen avances importantes en la forma de operacionalizar el desempeño exportador.Palabras clave: conceptualización, desempeño exportador, negocios internacionales.Conceptualization of export performance: analysis of developments in the literature of international business ABSTRACTThe aim of this paper is to analyze the concept of "export performance" concept very use in the literature of international business, in order to contribute to its conceptualization and measurement. For this, a comprehensive literature review is performed and the progress made by researchers to contribute to the dimensions and ways of measuring this concept is discussed. Concluded that it is a concept which still exist several approaches, although there are significant advances in how to operationalize export performance.Keywords: conceptualization, export performance, international business.Conceptualização do desempenho exportador: a análise dos avanços na literatura dos negócios internacionais RESUMO O objetivo deste artigo é analisar o conceito de "desempenho exportador", conceito utilizado amplamente na literatura sobre negócios internacionais, aos efeitos de contribuir para a conceituação e medição. Para fazer isso, se faz uma extensa revisão da literatura e analisam-se os avanços realizados pelos pesquisadores aos efeitos de contribuir nas dimensões e formas de medir este conceito. Conclui-se que se trata de um conceito no qual continuam existindo diversas abordagens, apesar dos avanços significativos na forma de operacionalizar o desempenho exportador.Palavras-chave: conceituação, desempenho exportador, negócios internacionais.

scholarly journals A Dyadic Perspective on Determinants of Entry Choices in the Global Hospitality Industry

2017 ◽  
Vol 53 (4) ◽  
pp. 77-92
Author(s):  
Kun Yang ◽  
John D. Buschman
Keyword(s):  
Brand Equity ◽  
Market Segmentation ◽  
Hospitality Industry ◽  
Foreign Market ◽  
Resource Dependency ◽  
Foreign Markets ◽  
Specific Knowledge ◽  
Firm Level ◽  
New Form ◽  
Management Contract

AbstractThis paper discusses the firm-level determinants of international hotels’ foreign markets entry choices, contrasting acquisition with management and franchise contracts, based on a resource-dependency perspective and appropriability theory. It points out that brand equity, relatedness of products and market segmentation, partner-specific knowledge of hotels, international experience, and the duration of proprietary knowledge impact hotels’ decisions on how to enter a foreign market. In addition, the paper suggests the existence of entry choices sequence favorable to acquisition probability after the end of management contract when the franchisors’ or management companies’ proprietary knowledge attenuates. Contract activity is likely to be renewed after the acquisition, once the management company has established a new form or a higher level of proprietary knowledge.

scholarly journals Are Political Factors More Relevant Than Economic Factors in Firm-Level Renewable Energy Technology Export? Evidence from Path Analysis

2021 ◽  
Vol 13 (16) ◽  
pp. 8788
Author(s):  
Bongsuk Sung ◽  
Woo-Yong Song
Keyword(s):  
Renewable Energy ◽  
Market Orientation ◽  
Structural Equation ◽  
Export Performance ◽  
Economic Factor ◽  
External Factors ◽  
Energy Technology ◽  
Firm Level ◽  
Renewable Energy Technology ◽  
Market Factors

Renewable energy technology (RET) firms are key economic entities in the export of RET-related products and components, in which RET firms’ exports are affected largely by policy and market. Nonetheless, the effects of policy and market factors on RET firm-level export have never received attention from researchers. This study aims to fill the gap by taking a political economy approach to establish a structural equation model to analyze the path of political-economic factor-firms’ market orientation-based export. This study reveals that RET firms’ market-orientation-based export enhancement depends entirely on political forces. Particularly, two government intervention instruments, environmental policy and export promotion policy, were highlighted. However, the effects of renewable energy policies on the exports of RET firms through market orientation are negative and statistically significant. This study proves that the effects of inter-firm competition and market attractiveness on RET firms’ exports through their market orientation are negative and statistically significant and insignificant, respectively. Further, this study demonstrates that RET firms’ market orientation has a significant positive effect on their export performance. We conclude that in order to improve RET-related policy effectiveness and efficiency, it will be useful to consider firms’ heterogeneity in response to external factors. Additionally, a full mediation model in the academic investigation of the effects of various external factors, including public policies and market factors, on firm-level export, and the implementation of firm-level export-induced policy, taking into account firms’ managerial interpretations to external factors, should be considered.

Do innovative activities matter to Indian drug and pharmaceutical firms? An application to export performance

2017 ◽  
Vol 13 (4) ◽  
pp. 193-205
Author(s):  
Shilpi Tyagi ◽  
DK Nauriyal
Keyword(s):  
Pharmaceutical Industry ◽  
Rapid Growth ◽  
Export Performance ◽  
Innovative Activity ◽  
Financial Data ◽  
Pharmaceutical Companies ◽  
Firm Level ◽  
The Real ◽  
Pharmaceutical Firms ◽  
New Evidence

This paper analyzes the R&D and exports profile of Indian drug and pharmaceutical industry during the period 2000–2014. The present paper examines how R&D expenditure and patent impact export performance of the Indian drug and pharmaceutical firms. The study period from 2000 to 2014 has been characterized by a rapid growth in industry’s innovative activity, as part of the strategic shift, induced by the Patents (Amendment) Act, 2005. Using the real financial data for the top 91 publicly listed Indian domestic pharmaceutical companies, the study provides new evidence on firm-level export performance of the Indian drugs and pharmaceutical industry. Generalized Method of Movements estimator developed by Blundell and Bond is applied. The empirical findings of the study reveal that increased R&D intensity, higher patent count and firm’s size are important determinants of firm-level export performance.

POTENTIAL OF PROMOTING RUSSIAN HIGH-TECH, INNOVATIVE AND OTHER PRODUCTS TO FOREIGN MARKETS BY ATTRACTING INTERNATIONAL BUSINESS EVENTS

2020 ◽  
Vol 6 (12) ◽  
pp. 48-58
Author(s):  
B. G. KHAIROV ◽  
◽  
P. S. ZOTINA ◽  
Keyword(s):  
Comparative Analysis ◽  
International Business ◽  
Statistical Data ◽  
High Tech ◽  
Foreign Markets ◽  
The Russian Federation ◽  
The Government ◽  
Business Events ◽  
Further Development ◽  
Domestic Products

The article is devoted to the study of the potential of promoting Russian high-tech, innovative and other products to foreign markets. The article focuses on such an instrument of promotion as international business events. The statistical data of the event industry revealing possibilities of further development of domestic products promotion abroad are investigated in detail. The work uses methods of statistical analysis, comparative analysis, generalization, graphical interpretation of information. The article was prepared based on the results of studies carried out at the expense of budget allocations as part of the state task of the Financial University under the Government of the Russian Federation.

scholarly journals Moderating effects of the relationship between offshore outsourcing and the export capability of firms

2016 ◽  
Vol 47 (2) ◽  
pp. 33-42 ◽  
Author(s):  
S. Garcilazo Lagunes ◽  
I. Danvila Del Valle ◽  
M. A. Sastre Castillo
Keyword(s):  
Export Performance ◽  
Production Costs ◽  
Offshore Outsourcing ◽  
Manufacturing Companies ◽  
Moderating Effects ◽  
Foreign Markets ◽  
Export Markets ◽  
Resource Based View ◽  
The Impact ◽  
The Relationship

This paper analyzes the effect of offshore outsourcing on the export performance of firms, based on the theories of international business, the resource-based view of the firm and the transaction cost theory.Outsourcing can reduce production costs and increase flexibility. It can also provide new resources and market knowledge. However, the impact of offshore outsourcing depends on the resources and capabilities of firms to manage a network of foreign suppliers, and to absorb knowledge of foreign markets. Using a database of about 1,000 manufacturing companies in Mexico in 2011, we found that offshore outsourcing increases the performance of exports. The effects are stronger in export markets from which the company also imports intermediate goods.The results also show that the size of the company, the organization of intra-firm imports and export experience moderate the effects of outsourcing in a positive way.

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