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.

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.

The impact of cognitive and behavioral factors on the export performance: a dynamic capabilities perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Piotr Wójcik ◽  
Mariola Ciszewska-Mlinarič
Keyword(s):  
Dynamic Capabilities ◽  
Positive Impact ◽  
Export Performance ◽  
Organizational Level ◽  
Foreign Markets ◽  
Content Type ◽  
Exporting Firms ◽  
Individual Level ◽  
Multi Level ◽  
Mind Set

Purpose The purpose of this study is to explore how individual-level cognitive and organizational-level behavioral factors influence the level of firms’ export performance as firms adapt to the challenges of foreign expansion. Design/methodology/approach Based on the literature on dynamic capabilities (DCs) and international business, the study introduces a multi-level model of DC to internationalize and test it empirically on a sample of 93 Polish exporting firms using structural equation modeling. Findings The results show a strong and positive impact of the “strategy as stretch” managerial mind-set on two behavioral elements, namely, business modeling and partnering capability. Global mind-set has a strong and positive impact on business modeling and learning about foreign markets and a negative but insignificant effect on partnering capability. Only two of the three behavioral elements of the conceptualized DC have significant and positive impacts on export performance. In contrast to the expectations, the direct path coefficient from learning about foreign markets to export performance was found to be positive but insignificant. Originality/value This study contributes to the literature by offering a coherent, multi-level framework of DCs. The study goes beyond previous conceptualizations of DCs and considers various individual-level cognitive and organizational-level behavioral elements of DC for the internationalization of exporting firms. In particular, this study shows the interplay between them and their combined impact on export performance.

Imposing cooperation: the impact of institutions on the efficiency of cooperatives in the Philippines

2020 ◽  
Vol 14 (4) ◽  
pp. 421-440
Author(s):  
Roberto Martin N. Galang ◽  
Rouselle F. Lavado ◽  
George O. White III ◽  
Jamil Paolo S. Francisco
Keyword(s):  
Emerging Market ◽  
Research Question ◽  
The Philippines ◽  
Performance Outcomes ◽  
Organizational Size ◽  
Firm Level ◽  
Content Type ◽  
Positive Externalities ◽  
Political Structures ◽  
The Impact

Purpose The purpose of this study is to answer the research question: How do cooperative organizations perform when created by government fiat in an emerging market? Through the use of institutional and agency theory, this paper presents a comparative analysis of the efficiency of the cooperative form of organization and investor-owned firms-investigating how the social–political structures in a community affect the efficiency of cooperatives vis-à-vis investor-owned firms. This paper also attempts to offer a better understanding of how government quality and organizational size influence performance outcomes between different organizational forms specifically in the Philippines. Design Methodology Approach The empirical analysis of this study was conducted among electric distribution utilities in the Philippines. Firm-level data was generated for 133 distributors, consisting of 119 electric cooperatives and 14 investor-owned companies. Panel data regressions were ran to test all hypotheses. Findings Cooperative organizations operate at a less efficient rate than investor-owned firms in the Philippines, even when controlling for firm-specific factors such as size, customer density and profitability. In addition, the efficiency of these cooperative organizations is more strongly influenced by the quality of the local government than investor-owned firms. Originality Value Positive externalities generated by the propagation of cooperatives on local communities may be based primarily on our understanding of how cooperatives have functioned largely in western contexts. Within the context of Southeast Asia, where national socio-political structures may be more dysfunctional, this paper observes that there is an equivalent negative externality caused by the tendency of cooperatives to replicate the political mismanagement of the community around it.

New evidence of the relationship between employee satisfaction and firm economic performance

2015 ◽  
Vol 44 (6) ◽  
pp. 906-929 ◽  
Author(s):  
Santiago Melián-González ◽  
Jacques Bulchand-Gidumal ◽  
Beatriz González López-Valcárcel
Keyword(s):  
Firm Performance ◽  
Organizational Performance ◽  
Employee Satisfaction ◽  
Performance Outcomes ◽  
Firm Level ◽  
Content Type ◽  
Worker Satisfaction ◽  
The Impact ◽  
The Relationship ◽  
Level Performance

Purpose – Employee satisfaction appears in any discussion about how employees can contribute to organizational performance. The purpose of this paper is to test the relationship between employee satisfaction and organizational performance; this later measured with three firm-level performance outcomes (return over assets, operating margin, and revenue per employee). Design/methodology/approach – At different times and from two independent sources the authors obtained firms’ data about worker attitudes and financial and productivity performance, respectively. The analyzed sample of 475 firms is the biggest among the studies that analyze performance and employee satisfaction at the firm level. The impact of employee satisfaction over firm performance was assessed. Findings – Overall satisfaction and satisfaction with senior leadership, compensation, and work/life balance, respectively impact firm performance. Research limitations/implications – The ratings come from both employees and ex-employees and the individual characteristics were unknown. Additionally as an internet-based sample there has been a lack of control over the individuals’ response process. Practical implications – Managers have evidence about the importance of their employees’ satisfaction on firm performance, and on how the facets involved on worker satisfaction impact the performance. Social implications – Employer review web sites are increasing their popularity. However, unlike the marketing field with consumers HR area has not taken advantage of this trend. The found results may contribute to highlight the importance of this kind of data. Originality/value – Hitherto there is only one empirical evidence about the positive role of worker satisfaction in objective and financial firm level performance. That was based in best-firms type data. The current study draws in a big sample independent of this kind of rankings. Additionally, the job facet satisfaction conceptualization considered demonstrates the usefulness of this way to understand the employee satisfaction.

Public policy makers

2015 ◽  
Vol 6 (1) ◽  
pp. 55-71 ◽  
Author(s):  
Gloria Sraha
Keyword(s):  
Public Policy ◽  
Export Performance ◽  
Value Added ◽  
Developed Countries ◽  
Foreign Markets ◽  
Policy Makers ◽  
Content Type ◽  
Entrepreneurial Development ◽  
The Impact ◽  
Export Assistance

Purpose – Although there is great deal of research on export assistance programmes in developed countries, studies on developing countries in Africa has received scant attention in the literature. Lack of detailed information in many developing African countries makes it difficult to assess the effect of export promotion programmes (EPPs) on the firm’s export performance in foreign markets. The purpose of this paper is to explore entrepreneurial development in the value-added export sector of Ghana and screen EPPs provided by public policy makers to examine the impact of these programmes on export performance of Ghanaian firms in foreign markets. Design/methodology/approach – A conceptual/exploratory paper is developed with discussion. Findings – The paper suggests that the ability of exporters to enhance their performance is driven by the usage of outside market access, export development/training and information related export assistance programmes offered by public policy makers. Utilisation of EPPs builds experiential knowledge which serves as a source of competitive advantage for exporters to implement effective marketing mix strategies to enhance performance. Practical implications – The study underscores the specific EPPs export managers can utilise to enhance performance and improve their international marketing strategy in foreign markets. Public policy makers need to work together with exporters to incorporate and develop programmes to suit the idiosyncrasies of foreign markets and boost the growth of value-added exports. Originality/value – The study explores past literature to screen and evaluate the effect of EPPs and entrepreneurial development to boost export growth in Ghana – Sub-Sahara Africa.

Resources, capabilities and export performance: multidimensional evidence of Chile

2014 ◽  
Vol 27 (1) ◽  
pp. 108-137 ◽  
Author(s):  
Juan Rock ◽  
Sadrudin A. Ahmed
Keyword(s):  
Performance Measures ◽  
Strategic Alliances ◽  
Export Performance ◽  
South American ◽  
Foreign Markets ◽  
Export Intensity ◽  
Content Type ◽  
Executive Staff ◽  
Strong Relation ◽  
Overseas Education

Purpose The purpose of this paper is to study the relation between to export performance measures; growth exports and export intensity with the resources, capabilities and characteristics of the firms as factors determining its success. Design/methodology/approach The study used a questionnaire, answered by 133 firms from a random sample of 480 Chilean firms. Findings The two performance measures of the study, export intensity and growth of the exports resulted equally predictive of the export success, but with a different set of variables. The export growth was strongly related with the firms that had recently started, that have executive staff with an overseas education and a long term commitment to export, did research and development, followed market developing strategies and strategic alliances. The export intensity shows a strong relation with smaller firms, more experienced and involved in foreign markets. The successful companies in the foreign markets are very opportune and flexible in satisfying the needs of their clients and innovate their products. Research limitations The biggest limitation of this research is that it was conducted only in one South American country with a limited sample size. Originality/value Smaller firms require support from the State, to finance market studies, to access international fairs and financial sources. The findings are innovative for the export management in developing countries, intensive in natural resources, especially those of small size such as the case of Chile. Propósito Estudiar la relación entre dos medidas del desempeño exportador, crecimiento de exportaciones e intensidad de exportaciones, con los recursos, capacidades y características de la firma como factores determinantes de su éxito. Diseño/metodología/enfoque Un estudio basado en un cuestionario, respondido por 133 firmas de una muestra aleatoria de 480 firmas chilenas, representativa de las firmas exportadoras, seleccionadas aleatoriamente. Hallazgos Las dos medidas de desempeño exportador del estudio, intensidad de exportaciones y crecimiento de las exportaciones resultaron igualmente predictivas del éxito exportador, pero con diferentes conjuntos de variables predictivas. Limitaciones de la investigación/implicaciones La mayor limitante de esta investigación es que fue realizada en sólo un país de Sudamérica con un tamaño de muestra algo limitado. Implicaciones prácticas El crecimiento de exportaciones estuvo fuertemente relacionado con las firmas que se iniciaron recientemente, que poseen personal ejecutivo educado en el extranjero y un compromiso de largo plazo a exportar, realizan investigación y desarrollo, siguen estrategias de desarrollo de mercados. La intensidad de exportación expresa una relación fuerte con las firmas más pequeñas, más experimentadas e involucradas en los mercados extranjeros. Las compañías exitosas en los mercados de exportación son muy oportunas y flexibles en satisfacer las necesidades de sus clientes, innovan en sus productos y siguen estrategias de alianzas cooperativas y redes. Implicaciones socials Los gobiernos deberían apoyar a las firmas pequeñas, financiando estudios de mercado, apoyando su acceso a ferias internacionales y financiamiento. Originalidad/valor Los hallazgos son originales para la gestión de exportaciones en países en desarrollo, intensivos en recursos naturales, especialmente aquéllos de un pequeño tamaño, como Chile.

What does board capital really bring to the table?

2019 ◽  
Vol 34 (3/4) ◽  
pp. 134-147 ◽  
Author(s):  
Whitney Douglas Fernandez ◽  
Yannick Thams ◽  
Mark Lehrer
Keyword(s):  
Boards Of Directors ◽  
Resource Dependence ◽  
Resource Dependence Theory ◽  
Performance Outcomes ◽  
Theory And Practice ◽  
Future Research ◽  
Firm Level ◽  
Content Type ◽  
Trade Offs ◽  
Board Capital

Purpose Although resource dependence theory (RDT) has substantially deepened the understanding of the function and role of boards, no systematic review of this body of work has yet been undertaken. The purpose of this paper is to synthesize prior research on the strategically relevant resources provided by board members to their organization in the light of RDT and indicate avenues for future research. Design/methodology/approach The review covers 79 research articles from 1978 to 2016 dealing with the resource provision of boards of directors. Findings Board capital research most often assumes a positive, linear relationship between board capital, resource provision and ultimately firm-level performance outcomes. This tendency tends to exclude from view the possibility of important trade-offs relevant to both theory and practice. Future research will need to incorporate more complex models that take into consideration nonlinear and curvilinear effects. The authors outline opportunities to advance board research by refining the methodological techniques employed. Originality/value By recommending investigation of the important trade-offs inherent in board composition, the authors seek to inspire future research that offers practical guidance for improving the effectiveness of corporate boards.

scholarly journals North American entrepreneurs in Cuba: which entry mode and government affiliation strategy?

2018 ◽  
Vol 27 (3) ◽  
pp. 285-303 ◽  
Author(s):  
Natalia Vila-Lopez ◽  
Graham White
Keyword(s):  
Entry Mode ◽  
Foreign Market ◽  
International Markets ◽  
Performance Outcomes ◽  
Added Value ◽  
Entry Modes ◽  
Foreign Markets ◽  
Content Type ◽  
Final Sample ◽  
And Performance

PurposeTo have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues.Design/methodology/approachWithin this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sample of 81 US managers accepted to collaborate. They were then split into two groups (high and low EO; with 41 and 35 managers in each group, respectively) and compared regarding three variables: entry mode strategy, government affiliation strategy, and performance outcomes.FindingsThe results show that EO is related with performance, but not with the two proposed variables of entry mode and government affiliation.Originality/valueIn sum, the added value of the paper is to link US managers’ strategies and performance in a newly liberalized market which has been seldom studied: Cuba. The fields of entry mode strategies and government affiliation decisions in this newly liberalized market remain poorly investigated. Not all firms managed by highly entrepreneurial-orientated managers will decide to enter foreign markets and, on the contrary, domestic firms which are not interested in international markets can be run by highly entrepreneurial managers. This is due, in part, to the fact that internationalization can be driven by other factors. Therefore, this paper will attempt to demonstrate if certain entry modes will perform better than others when the foreign market is a newly liberalized economy. Additionally, the importance, and effect, of governmental relationships on performance outcomes will be tested within the research.

scholarly journals The interplay between market intelligence activities and sales strategy as drivers of performance in foreign markets

2019 ◽  
Vol 53 (10) ◽  
pp. 2080-2108 ◽  
Author(s):  
Evangelia Katsikea ◽  
Marios Theodosiou ◽  
Katerina Makri
Keyword(s):  
Export Performance ◽  
Performance Outcomes ◽  
Strategic Decision ◽  
Export Market ◽  
Equation Modeling ◽  
Content Type ◽  
Exporting Firms ◽  
Market Intelligence ◽  
Positive Effects ◽  
Sales Strategy

Purpose Exporting is a popular foreign market entry mode, especially among small- and medium-sized enterprises (SMEs). The success of SME exporters depends on their ability to establish and maintain profitable long-term relationships with foreign customers. This study aims to propose that the development of an effective export sales strategy can contribute greatly toward this aim. The study also demonstrates that export market intelligence generation and export market intelligence dissemination activities are important drivers of export sales strategy. Export sales strategy comprises three dimensions, which are expected to have a positive influence on export performance. Design/methodology/approach The study uses survey data obtained from 168 exporting firms based in Greece, to test a set of research hypotheses. Structural equation modeling procedures are used. Findings Findings indicate that export market intelligence generation and dissemination activities support and facilitate the development of effective export sales strategies, tailored to serve individual foreign accounts. Furthermore, all strategic dimensions of export sales strategy demonstrate significant positive effects on export performance. Research limitations/implications The research underlines the importance of incorporating export sales strategy in studies that aim to investigate the drivers of export performance. Practical implications The findings also indicate that exporting firms must actively engage in market intelligence activities to reinforce their strategic decision-making process. Originality/value The study emphasizes the crucial importance of export sales strategy in achieving superior export performance. The study provides a theory-driven conceptualization and operationalization of export sales strategy and offers an empirical assessment of a comprehensive model that includes the key antecedents and performance outcomes of export sales strategy.

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.

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