A Conceptual Framework of the Relationship among Export Planning, External and Internal Factors, International Marketing Strategy, and Export Performance

A Conceptual Framework of the Relationship among Export Planning, External and Internal Factors, International Marketing Strategy, and Export Performance

With the rising level of globalization across national boundaries, it becomes extremely vital for international managers of firms from countries that heavily depend on exporting as a vehicle for growth to take into account the marketing strategy-export performance relationship. A review of the literature in international marketing suggests that there has been relatively a small body of literature on marketing program standardization - performance link given the substantial increase in the level of trade and globalization worldwide. The different use of conceptualizations and frameworks have contributed to the slow growth of the number of studies examining marketing strategy-export performance link in recent years. Moreover, although export planning is a key determinant of export performance, it has been under utilized in the export and international marketing literature. To enrich the field of export and international marketing, this study provides an integrative framework that examines the relationship among antecedent factors, international marketing strategy, export planning, and export performance. Managerial implications and avenues for future research are discussed.