Sustainable Export Marketing Strategy Fit and Performance

Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, Constantinos N. Leonidou

Research output: Contribution to journalArticlepeer-review

54 Citations (Scopus)

Abstract

Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and explore the circumstances under which such a strategy affects export performance. Using a sample of U.K. exporters, they find that various macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature of sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome of the differences between home and export markets in terms of economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance of sustainable export marketing strategy adaptation requires adequate fit with these macro- and microenvironmental factors.
Original languageEnglish
Pages (from-to)44-66
Number of pages23
JournalJournal of International Marketing
Volume22
Issue number4
DOIs
Publication statusPublished - Dec 2014

Keywords

  • sustainability
  • marketing strategy
  • export performance
  • contingency theory
  • strategic fit

Cite this