Column 15 · Global Marketing Strategy · Era 4, Orientation and Relationships (1990s)
Export Marketing Strategy
Formulation, content · Landmark · Cluster VI, Context
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.