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INTERNATIONAL MARKETING STRATEGY AND EXPORT PERFORMANCE IN SPANISH WINE FIRMS

Rául Serrano, Juan R. Ferrer, Silvia Abella and Vicente Pinilla
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Rául Serrano: Department of Business Administration, Universidad de Zaragoza and Instituto Agroalimentario de Aragón (IA2)
Juan R. Ferrer: Department of Agricultural Economics, Statistics and Business Administration, Universidad Politécnica de Madrid
Silvia Abella: Department of Business Administration, Universidad de Zaragoza

Documentos de Trabajo from Facultad de Ciencias Económicas y Empresariales, Universidad de Zaragoza

Abstract: The objective of this paper is to study the importance that adjustments between the marketing mix of the company and the characteristics of the destination market have in improving export performance. Four adjustments have been analysed: channel, positioning, price and knowledge. The most novel aspect of this research is the use of exports on a firm level, basing their explanation on a combination of the internal decisions of the companies and the characteristics of the destination markets. The results reveal the importance of strategic positioning adjustment between the origin and destination as a key factor that favours exports.

Keywords: : Firms export performance; marketing mix; wine industry; wine exports (search for similar items in EconPapers)
JEL-codes: F14 M21 Q13 Q17 (search for similar items in EconPapers)
Date: 2023-03
New Economics Papers: this item is included in nep-agr and nep-int
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Persistent link: https://EconPapers.repec.org/RePEc:zar:wpaper:dt2023-03

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