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Main consequences of prior export performance results: an exploratory study of European exporters

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  • Luis Filipe Lages
  • Carmen Lages
  • Cristiana Raquel Lages

Abstract

With the exception of the work of Lages and colleagues, the international marketing literature has been examining performance exclusively as a dependent variable. This exploratory study builds on this emerging body of literature to discuss the main outcomes of performance, as it is expressed through the perceptions of European export managers. According to the results of a cross-national study of Portuguese and British exporting firms, this paper indicates that the main consequences of previous performance results are: a) need to seek performance improvement as a result of bad performance, b) maintain strategy as a result of good performance, c) market diversification, d) focus on competition, e) product diversification, f) quality, and more attention to g) macro and h) micro factors. Future international marketing research is encouraged to investigate performance as an independent variable.

Suggested Citation

  • Luis Filipe Lages & Carmen Lages & Cristiana Raquel Lages, 2004. "Main consequences of prior export performance results: an exploratory study of European exporters," Nova SBE Working Paper Series wp445, Universidade Nova de Lisboa, Nova School of Business and Economics.
    • Handle: RePEc:unl:unlfep:wp445
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    References listed on IDEAS

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    1. Tamer Cavusgil, S. & (Manek) Kirpalani, V. H., 1993. "Introducing products into export markets: Success factors," Journal of Business Research, Elsevier, vol. 27(1), pages 1-15, May.
    2. Warren J Bilkey, 1982. "Variables Associated with Export Profitability," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(2), pages 39-55, June.
    3. Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
    4. Lant, Theresa K. & Montgomery, David B., 1987. "Learning from strategic success and failure," Journal of Business Research, Elsevier, vol. 15(6), pages 503-517, December.
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    Cited by:

    1. Jerzy Cieślik & Eugene Kaciak & Dianne Welsh, 2012. "The impact of geographic diversification on export performance of small and medium-sized enterprises (SMEs)," Journal of International Entrepreneurship, Springer, vol. 10(1), pages 70-93, March.
    2. Dikova, Desislava & Jaklic, Andreja & Burger, Anze & Kuncic, Aljaz, 2014. "Export diversity or focus? What strategy is best for first-time internationalizing SMEs from an emerging market?," Working Papers/Institute for International Business 1, WU Vienna University of Economics and Business.
    3. Lages, Luis Filipe & Mata, Jose & Griffith, David A., 2013. "Change in international market strategy as a reaction to performance decline," Journal of Business Research, Elsevier, vol. 66(12), pages 2600-2611.

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    Keywords

    Export marketing; export performance; cross-national; qualitative;
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