Title

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

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

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