Determinants of Adaptation and Differentiation International Strategies of Smes

Caroline Mendonça Nogueira Paiva, Juciara Nunes de Alcântara, Evandro Marcus Cintra, Cristina Lelis Leal Calegario

Abstract


There is a consensus that the market circumstances induce firms to promote strategies adjustments (adaptation and differentiation) to meet its requirements. However, the challenge for academia is to determine the degree to which firms adapt or differentiate their products to export. Thus, this study aims to demonstrate through an empirical study, which characteristics of the firm and the foreign market influence export strategies (adaptation and differentiation) of small and medium businesses. Data were obtained from primary and secondary nature, through semi-structured questionnaire administered to SMEs from Minas Gerais and these were treated by Multiple Regression. The results show that adaptation strategies are influenced more by local conditions of the host country whereas differentiation strategies are influenced by the firm specific characteristics.

Keywords


Differentiation Strategies. Adaptation Strategies. SME´s

References


Alvarez, R. (2004). Sources of export success in small- and medium-sized enterprises: the impact of public programs. International Business Review, 13(3), 383–400. doi:10.1016/j.ibusrev.2004.01.002

Axinn, C. N., Noordewier, T., & Sinkula, J. M. . (1996). Export Strategies and Export Performance: an empirical investigation of a products/markets typology. In S. T. Cavusgil (Ed.), Advances in International Marketing (8th ed., p. 205). Connecticut: Greenwich.

Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99–120. doi:10.1177/014920639101700108

Calantone, R. J., Kim, D., Schmidt, J. B., & Cavusgil, S. T. (2006). The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparison. Journal of Business Research, 59(2), 176–185. doi:10.1016/j.jbusres.2005.05.001

Cavusgil, S. T., Chan, K., & Zhang, C. (2003). Strategic Orientations in Export Pricing: A Clustering Approach to Create Firm Taxonomies. Journal of International Marketing, 11(1), 47–72. doi:10.1509/jimk.11.1.47.20136

Francis, J., & Collins-Dodd, C. (2000). The Impact of Firms’ Export Orientation on the Export Performance of High-Tech Small and Medium-Sized Enterprises. Journal of International Marketing, 8(3), 84–103. doi:10.1509/jimk.8.3.84.19631

Freeman, S., & Cavusgil, S. T. (2007). Toward a Typology of Commitment States Among Managers of Born-Global Firms: A Study of Accelerated Internalization. Journal of International Marketing, 15(4), 1–40.

Ghedine, T., Zen, A. C., & Prévot, F. (2010). A Influência da Internacionalização no Desenvolvimento de Recursos e Capacidades Vinculadas à Estratégia de Operações da Firma: O Caso Marcopolo S.A. SIMPOI - Simpósio de Adminsitração Da Produção, Logística E Operações Internacionais, 13, 1–16.

Gregory, G., Karavdic, M., & Zou, S. (2007). The Effects of E-Commerce Drivers on Export Marketing Strategy. Journal of International Marketing, 15(2), 30–57.

Gujarati, D. N. . (2006). Economietria Básica (p. 812). Rio de Janeiro: Elsevier.

Hultman, M., Robson, M. J., & Katsikeas, C. S. (2009). Export Product Strategy Fit and Performance: An Empirical Investigation. Journal of International Marketing, 17(4), 1–23. doi:10.1509/jimk.17.4.1

Katsikeas, C. S. (1994). Export Competitive Advantages: The Relevance of Firm Characteristics. International Marketing Review, 11(3), 33–53.

Kustin, R. A. (2004). Marketing mix standardization: a cross cultural study of four countries. International Business Review, 13(5), 637–649. doi:10.1016/j.ibusrev.2004.07.001

Lages, L. F., Abrantes, J. L., & Lages, C. R. (2008). The STRATADAPT scale: A measure of marketing strategy adaptation to international business markets. International Marketing Review, 25(5), 584–600. doi:10.1108/02651330810904107

Lages, L. F., & Montgomery, D. B. (2004). Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium-sized exporters. European Journal of Marketing, 38(9/10), 1186–1214. doi:10.1108/03090560410548933

Lee, J., & Habte-Giorgis, B. (2004). Empirical approach to the sequential relationships between firm strategy, export activity, and performance in U.S. manufacturing firms. International Business Review, 13(1), 101–129. doi:10.1016/j.ibusrev.2003.05.003

Navarro, A., Acedo, F. J., Robson, M. J., Ruzo, E., & Losada, F. (2010). Antecedents and Consequences of Firms’ Export Commitment: An Empirical Study. Journal of International Marketing, 18(3), 41–61.

North, D. C. (1991). Institutions. Journal of Economic Perspective, 5(1), 97–112.

Padilha, A. C. M., Gallon, C., & Mattos, P. de. (2012). Fatores condicionantes da implementação de estratégias competitivas e cooperativas: o caso das indústrias de joias de Guaporé-RS. Revista Ibero-Americana de Estratégia - RIAE, 11(2), 34–69.

Peng, M. W. (2003). Institutional Transitions and Strategic Choices, (1997), 275–296.

Pipkin, A. (2009). Marketing Internacional: uma abordagem estratégica. (Aduaneiras, Ed.) (3rd ed.). São Paulo: Aduaneiras.

Porter, M. E. (1996). What is strategy? Harvard Business Review, 74(6), 61–78. doi:10.1098/rspb.2008.0355

Prahalad, C. K., & Hamel, G. (1990). The Core Competence of the Corporation. Harvard Business Review, 68(3), 79–91. doi:10.1007/3-540-30763-X_14

Sakarya, S., Eckman, M., & Hyllegard, K. H. (2007). Market selection for international expansion: Assessing opportunities in emerging markets. International Marketing Review, 24(2), 208–238. doi:10.1108/02651330710741820

Schmid, S., & Kotulla, T. (2011). 50 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework. International Business Review, 20(5), 491–507. doi:10.1016/j.ibusrev.2010.09.003

SEBRAE. (2014). Critérios e conceitos para classificação de empresas. Retrieved January 10, 2014, from http://www.sebrae.com.br/uf/goias/indicadores-das-mpe/classificacao-empresarial/criterios-e-conceitos-para-classificacao-de-empresas/criterios-e-conceitos-para-classificacao-de-empresas

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. doi:10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z

Theodosiou, M., & Leonidou, L. C. (2003). Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research. International Business Review (Vol. 12, pp. 141–171). doi:10.1016/S0969-5931(02)00094-X

UnctadStat. (2014). Indicadores. Retrieved October 14, 2013, from http://unctadstat.unctad.org/ReportFolders/reportFolders.aspx?sCS_referer=&sCS_ChosenLang=en

World Data Bank. (2014). World Development Indicators. Retrieved October 15, 2013, from http://databank.worldbank.org/data/views/variableselection/selectvariables.aspx?source=world-development-indicators#

Yang, Z., Su, C., & Fam, K. (2012). Dealing with Institutional Distances in International Marketing Channels : Governance Strategies That Engender Legitimacy and Efficiency. Journal of Marketing, 76(May), 41–55.

Zou, S., & Cavusgil, S. T. (2002). The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance. Journal of Marketing, 66(October), 40–56.


Full Text: PDF (Português (Brasil))

Refbacks

  • There are currently no refbacks.




Iberoamerican Journal of Strategic Management  e-ISSN: 2176-0756

Licença Creative Commons
Este obra está licenciado com uma Licença
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional