Title

Factors that reduce rigid product adaptation decisions : the case of exporting firms in China

Document Type

Journal article

Source Publication

Industrial Marketing Management

Publication Date

5-1-2010

Volume

39

Issue

4

First Page

531

Last Page

537

Keywords

Export adaptation, threat-rigidity theory, flexibility, export coordination, process control, export performance

Abstract

As a distinct stream of research, export marketing strategy examines management's reaction to environmental threats in the forms of export adaptation strategies. Review studies repeatedly found that product adaptation was correlated with superior export performance. Despite the insights gained from strategic export marketing research, there remains very limited knowledge concerning organizational factors that may reduce rigid product adaptation decisions. Based on the threat-rigidity theory, this study identified two critical factors that reduce rigid product adaptation decisions: export coordination and process control mechanisms. The empirical evidence showed that export venture performance was adversely affected by rigid product adaptation decisions, and such adverse effect was particularly strong when operating under technological uncertainty. Exporting firms are advised to reduce likelihood of rigid product adaptation decisions by expanding export coordination when integrating business functions within the firm and adopting process control when monitoring exchanges with foreign agents.

DOI

10.1016/j.indmarman.2010.02.003

Print ISSN

00198501

E-ISSN

18732062

Publisher Statement

Copyright © 2010 Published by Elsevier Inc

Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Li, L. Y. E. (2010). Factors that reduce rigid product adaptation decisions: The case of exporting firms in China. Industrial Marketing Management, 39(4), 531-537. doi: 10.1016/j.indmarman.2010.02.003