This paper examines existing knowledge in export marketing, dealing in particular with the relationship between internal and external factors, marketing strategy and export performance. The purpose of the paper is: (1) to expand on the nature of the links among these factors and (2) to shift contingencies on the marketing-performance relationship. Based on a combination of recent grounded findings in the field (Lages, 1999) and literature concerning the traditional approach to export performance's determinants (Zou and Stan, 1998), a non-traditional perspective is presented. A conceptual framework is developed whereby the preceding year's export performance, internal factors and external factors are shown as influencing the current year's export performance through the degree of marketing program adaptation. Managerial implications and directions for further research are discussed.
- Conceptual framework
- Contingency perspective
- Export performance
- Internal and external factors
- Program adaptation