Degree of standardization and adaptation of marketing mix strategies and relationship with export performance. Evidence from European small and medium-sized enterprises

Abstract

There is an ever-increasing interest in the relationship between marketing mix standardization and export performance of companies, as challenging economic conditions drive companies to develop their marketing strategies. Research gap still exists in influences of standardization and adaptation of marketing mix strategies in the export performance, in particular because of variable definitions and methodological problems in both concepts. Examination of these influences could, however, assist management to create policies that result in best exporting outcomes.

The purpose of this study was to analyze how the investigated levels of standardization and adaptation of the marketing mix elements show their effects on the export performance and how the selected contingency factors moderate the outcome. The role of four contingency factors, i.e firm size, target countries, speed of internationalization and product quality, was studied in moderating the influences of marketing mix elements on export performance. The study was carried out on small and medium-sized firms in Europe. The analysis consisted of 220 Finnish, 103 Greek and 87 Italian companies, in total 410 companies.

The study suggested that pricing strategy is the most adapted element. The linear ordinal scale regression data indicated that adaptation of product strategy enhances export performance as measured by share of exports. Price, communication and distribution strategies did not influence directly on export performance. Standardized product, price and communication strategies were successful for corporations with multiple target countries. Standardized communication strategy might also benefit companies that are born globals, when aiming to increase objective performance. The higher the quality of the export product, the more adapted product, price and communication strategy would increase share of exports.