Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance

Lance Eliot Brouthers, Edward O’Donnell and Dawn L. Keig ()
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Lance Eliot Brouthers: Kennesaw State University
Edward O’Donnell: Columbus State University
Dawn L. Keig: Brenau University

Management International Review, 2013, vol. 53, issue 5, No 3, 687-710

Abstract: Abstract Drawing upon the neo-institutional theory of mimetic isomorphism and the concept of the extended product, we identify and empirically evaluate two potential product strategies that emerging market firms (EMFs) may use to improve their export performance while also addressing the financial, managerial expertise, and international experience limitations that they frequently face. Hierarchical regression is used to test our proposed peripheral product adaptation strategies on a unique dataset of 106 Chinese and Romanian exporters. We find that EMFs that change either of two visible peripheral product attributes (the brand name or the packaging) to conform to local market norms, on average, are more satisfied with their export performance than those that pursue other strategies. Our results also suggest that changing the brand name to conform to local market norms has more than twice the impact on EMF performance than does changing the packaging. Consistent with the tenets of neo-institutional theory, EMFs managers may be able to improve their firms’ export performance by changing the peripheral attributes of their products to conform to local market norms.

Keywords: Export performance; Branding; Packaging; Strategy; Emerging market firms (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11575-013-0170-7

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