Export strategic orientations and their consequences: Analysis of forms heterogeneity

Abstract

Two main objectives are intended to achieve in this work. Firstly, from a proposed model the implications of strategic export orientation on 1) export commitment, 2) the degree of marketing mix adaptation to the international context, 3) perceived competitive advantage in international markets, and 4) export performance are assessed. Secondly, the effect of heterogeneity in the proposed model is analyzed. To analyse data and evaluate relations between the different constructs, we chose structural equations modelling via PLS (partial least squares). To achieve the second proposed research objective we decided to use the latent cluster model. Results corroborate, from a sample of 150 Spanish export firms, eight of the eleven hypotheses, yielding important implications for managers and identifying three groups of exporting firms. To develop a study analyzing the antecedents and consequences of strategic orientation in the context of international marketing.