KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS
AbstractStudies investigating the relationship of export marketing strategy standardization/adaptation and firm export performance recently emphasize the importance of internal factors. According to Schilke et al (2009) standardization must be explored in the relationship with the other relevant firm’s strategies that may have significant implications for the effect of standardization on performance. Schilke et al (2009) found that standardization is more important to performance when a cost leadership strategy is pursued. The findings of other studies (Aulakh et al, 2000) revealed that a cost leadership strategy has a stronger effect on export performance in developed country markets and that firms using a standardized approach in developed countries have lower performance than those adapting their marketing strategies. Other studies (Solberg, Durrieu, 2008) did not provided the empirical support for the existence of direct or indirect impact of competitive strategies through standardization on firm performance. Existing findings provide only limited and mixed results and controversy remains regarding the impact of competitive strategies on the relationship of standardization/adaptation and performance. The aim of the article – theoretically substantiate the conceptual framework depicting the link between the competitive strategies, export marketing strategy standardization/adaptation and export performance.