Export venture flexibility: its antecedents and effects on performance

Li Ling-Yee and Gabriel O. Ogunmokun

International Journal of Trade and Global Markets, 2013, vol. 6, issue 2, 99-122

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.

Keywords: export ventures; flexibility; firm performance; competency; target markets; strategic growth; market growth; relationship intensity; distributors; strategic marketing; exporting. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=53001 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijtrgm:v:6:y:2013:i:2:p:99-122

Access Statistics for this article

More articles in International Journal of Trade and Global Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().