Export venture flexibility : its antecedents and effects on performance
Document Type
Journal article
Source Publication
International Journal of Trade and Global Markets
Publication Date
1-1-2013
Volume
6
Issue
2
First Page
99
Last Page
122
Publisher
Inderscience Publishers
Keywords
export ventures; flexibility; firm performance; competency; target markets; strategic growth; market growth; relationship intensity; distributors; strategic marketing; exporting
Abstract
In spite of the normative appeal of flexibility, the concept has rarely been considered from a strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and a sustainable competitive advantage. In the light of the above shortcomings, this study examined a firm's flexibility with reference to specific export venture markets. Based upon the export channel marketing literature, this study identified additional previously unexplored antecedents of flexibility. The empirical evidences of 222 export venture cases showed reasonable support for the proposed model. In addition, this study brought clear evidence demonstrating the positive effect of flexibility on performance in the corresponding export venture markets.
DOI
10.1504/IJTGM.2013.053001
Print ISSN
17427541
E-ISSN
1742755X
Publisher Statement
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L. Y., & Ogunmokun, G. O. (2013). Export venture flexibility: its antecedents and effects on performance. International Journal of Trade and Global Markets, 6(2), 99-122. doi: 10.1504/IJTGM.2013.053001