Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
52FC
Xp
Export Marketing Strategy
Family
15. Global Marketing Strategy (VI · Context)
Era
Period 4: Orientation and Relationships, 1990s
Block
FC · Formulation, content
Tier
Landmark
Cell card
Description
They showed that export performance depends on the fit between export marketing strategy (product and promotion adaptation, channel support, and price competitiveness) and internal and external forces, establishing the strategy-environment coalignment view of exporting.
Managerial Implications
Export success depends on fitting the marketing strategy to the firm's capabilities and to the foreign market's conditions, including product adaptation, promotion adaptation, channel support, and competitive pricing. There is no universally right degree of adaptation; the right degree depends on product type, market differences, and the firm's international experience. Treat each export venture as a strategy decision, not an extension of domestic sales.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
