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PurposeThis paper researches export marketing strategy (EMS) archetypes of agri-food exporters and organizational determinants that pose as their antecedent factors, using resource-based, dynamic capabilities and contingency theories as theoretical framework in a multi-county research setting. A twofold objective is specified – to explore hitherto used EMS and to examine differences between agri-food exporters based on organizational determinants.Design/methodology/approachComparative research design, quantitative methodology, an etic/emic approach, descriptive and causal data analyses were employed. EMS archetypes were portrayed on radial plots, while six hypotheses were tested using MANOVA.FindingsThe tactical coordinator was identified as a universal EMS archetype. Diversity of archetypes was found as results of the effect of organizational determinants, confirming their ambivalent impacts rooted in the resources, capabilities and contingencies exporters have to face.Research limitations/implicationsMain limitations arise from the sample choice in international business, concentration only on organizational determinants, survey as a data collection technique and reliance on self-report data from managers. Nevertheless, several theoretical and practical implications are defined.Originality/valueTo the authors’ knowledge, this paper is the first to apply the EMS archetype perspective to the agri-food industry in a developing country context and in an economic crisis context. Its multi-theory approach is supplemented with researched countries' national culture perspective and institutional background to extend understanding of agri-food firms' EMS archetypes.

PurposeThis study aims to determine the simultaneous effect of exporting firms' competitive strategies and capabilities on the achievement of competitive advantages and export performance under the boundary conditions of competitive intensity. In so doing, the study combines the alternative theoretical lenses of the resource-based view (RBV) and the structure–conduct–performance (SCP) paradigm.Design/methodology/approachPrimary data were obtained from 281 Turkish manufacturer–exporter firms operating in different sectors and located in several regions of the country. Structural equation modeling was utilized to test our conceptual framework, which combined the effects of RBV-based and SCP-based factors on competitive advantages and export performance under the moderating influence of competitive intensity.FindingsThis study reveals that unique firm capabilities, specifically informational, relational, and marketing capabilities, and competitive strategies, including differentiation and cost leadership, provide export firms with a competitive advantage and improve their export performance in foreign markets. Furthermore, competitive advantages partially mediate the effects of competitive strategies and unique firm capabilities on export performance. Finally, unexpectedly, and contrary to most of the existing literature, we find that competitive intensity negatively moderates the link between service advantages and export performance.Originality/valueThis research offers a comprehensive view of manufacturer–exporter firms' export performance by accounting for the overlooked simultaneous effect of firm capabilities and competitive strategies through the mediation of competitive advantages and under the boundary conditions of competitive intensity.

The Moroccan agricultural sector employs around 40% of the country's total working population. Since the early 1990s, there has been a striking increase in the proportion of female wage laborers. This article investigates the effect of the gendered composition of the agricultural wage labor force on horticultural farms. We draw on an original data set collected in 2010, comprising 240 agricultural holdings located in the region of Souss Massa. The results suggest that local labor shortages do not play a major role in explaining the ratio of female hired wage laborers. Instead, it seems that quality requirements are encouraging farm holdings to hire a female labor force. [EconLit citations: Q12, O13, J43]

PurposeFirst, this paper aims to argue that small- and medium-sized manufacturers’ (SMMs’) production-exploitation can generally and primary influence their choices of export marketing control modes (EMCMs). Building on this central argument, two other supportive production-related resources: “production-exploration” and “relationships with home suppliers” are argued that could moderate this proposed effect. Three EMCMs including independent, hybrid and integrated modes, are discussed. Second, this study also proposes that SMMs with an internal fit between their three-key production-related resources and their choices of EMCMs will outperform their counterparts that do not have such internal fit.Design/methodology/approachThis study designed a multiple-source survey to collect data from 158 Taiwanese SMMs that are highly dependent on export sales.FindingsThe results support the argument and the study connects the resource-based view (RBV) to the B2B marketing literature to better understand the EMCMs of SMMs.Originality/valueDrawing on the RBV, this study examines how the three-key production-related resources can influence SMMs’ choices of EMCMs of branding and channels, respectively.

Purpose – Using internet-based sources in obtaining information in export markets is prevalently preferred as it provides fast access and cost advantages. In this study, firstly all internet-based export marketing information sources were explained conceptually. Then (i) the effects of usage of internet-based export market information sources on obtaining new market knowledge and (ii) the effects of obtaining new market knowledge on export market growth capability were empirically investigated. Design/methodology/approach – Hypotheses were tested with the data collected from 174 exporting firms by means of a structured questionnaire. The data were analyzed by using the SmartPLS 2.0 software. Findings – The findings revealed that usage of internet-based export marketing information sources in obtaining information in international markets has a positive effect on obtaining new market knowledge. The results also showed that obtaining new market knowledge has a positive effect on growth capability in the export market. Discussion – As far as the previous literature is concerned, there is no empirical study in the literature which showed the internet-based sources of data on export markets as a whole and examined the effects of these factors on new market knowledge and export market growth capability. This study contributes to the literature by filling this gap. In this study, it was determined that using internet-based information sources for obtaining export market information has an effect on obtaining new market knowledge. Additionally, it was found that using internet-based export market information sources positively influence export market growth capability.

PurposeThe purpose of this paper is to investigate the role of transactional costs on smallholder avocado farmers’ participation in the export market and the extent of participation in Murang’a County, Kenya.Design/methodology/approachData was collected from 384 avocado farmers in Murang’a County, following stratified sampling. The Heckman two-stage model was used for analysis.FindingsResults showed that the cost of information search was an important variable that impedes smallholders’ participation in export marketing while harvesting costs inhibits the extent of participation in export marketing.Research limitations/implicationsThis study used data at the farm level. Therefore, insights on transaction costs among other marketing agents in the export market value chain would be an issue for future studies.Originality/valueFollowing the debate on transaction costs and market participation among farmers in Sub-Sahara Africa, this paper models transactional costs and export market participation among avocado smallholders and measures the extent of participation with the inclusion of harvesting costs, negotiation costs, monitoring costs and information search costs that are not common in previous studies, thus contributing to the development of literature.

Cross-border e-commerce is an opportunity for micro, small and medium sized enterprise (MSMEs) in developing countries. Based on a resource-based approach, this research studied how to support resource lacking enterprises with export marketing strategy. It dealt with actual business cases of Mongolian entrepreneurs trying to export Mongolian products to Korean market. Multiple source data including interviews, internal documents, and group discussions, were matched with theories to come up with strategies and validated by supporting organizations in Mongolia and Korea. The research suggests that MSMEs should rely on third party digital platforms rather than setting up their own. For product strtategy of the marketing mix, sellecting competitive product categories and supporting them adjusting to foreign markets and quality assurance is needed. For price strategy, loccally high priced products should use a price penetration strategy with a lower price compared to competing foreign products. For place strategy, supporting organizations should partner with exporters for collective delivery. For promotion strategy, they need to support the capacity of MSMEs enabling them to use digital marketing tools effectivly. These strategies were validated and adopted by supporting organizations in Monglia and Korea.

The paper aims at defining and measuring the relationship between export marketing strategy and export performance of vegetable and fruit export firms in the southern region and Lam Dong province by applying qualitative and quantitative methods. The qualitative method is carried out through through in-depth interviews of 10 chief executive officers, while the quantitative one is conducted through direct interviews with 207 managers of vegetable and fruit companies. Export performance are measured by a non-financial/non-economic approach. The results show that firm’s export performance is under the direct influences by 4 components of export marketing strategy including: (1) Product strategy; (2) price strategy; (3) promotion strategy; (4) place strategy, these factors have a positive impact on export performance, regression coefficients at 1% significance level. The research results are the scientific basis for proposing administrative implications for fruit and vegetable exporters to improve export performance when adjusting the adaptation level of export marketing strategies.

Purpose How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions. Design/methodology/approach This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets. Findings The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education. Originality/value By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

This study builds on resource based view (RBV) theory by examining the effects of e-commerce on exporting performance. Specifically, a framework is developed and tested to determine the e-commerce resources/capabilities–marketing efficiencies–performance relationship. To explore the impact of e-commerce on exporting, a two-stage methodological approach was employed. Results from 15 depth interviews with exporters were used to gain insight into types of e-commerce resources and capabilities and their impact on export marketing efficiencies and performance. Next, the framework was empirically tested using a sample of 340 exporters. The evidence shows that specialized e-commerce marketing capabilities directly increase a firm's degree of distribution and communication efficiency, which in turn leads to enhanced export venture market performance. Overall, the analyses provide support for the need to incorporate e-commerce constructs into existing RBV theory in export marketing. Theoretical and managerial contributions are discussed and directions for future research are offered.

The internationalization of dominant market leaders such as Haier (China), Tata Group (India) and CEMEX (Mexico) in emerging economies has attracted immense amounts of interest among academic researchers. A less-explored area is how non-dominant, second-movers venture into the international market. How do small players connect with foreign customers while operating in the shadows of the industry leader? What decisions are serendipitous and what actions are deliberate? What are the key environmental factors and internal decisions that propel a secondary player to place more chips in the international market? This case study addresses these questions using an example of a construction material manufacturer from Southeast Asia. It is suitable as a discussion starter in an international business class, especially for topics such as entry strategy, export marketing and the organization of international business.

The shift from a domestic market to a global and international market is not an option but survival for many SMEs. However, this move has brought more complexities and challenges for SMEs which have limited resources. The challenges associated with entry into the new market can be even more complex when firms intend to expand their business to an emerging market as usually in these markets the infrastructure and regulations are not as established as developed markets. Despite a vast amount of research on internationalization, SMEs and Emerging Markets, there is limited literature on the impact of networking on the success of SMEs internationalization. Therefore, this paper aims to provide an in-depth review of current literature about the potential effects of networking as one of the approaches for internationalization in emerging markets. For this paper, studies from 2000 to 2016 were selected and received. The results show that networking is an integrated part of internationalization for SMEs and born global companies. Based on the evidence provided by the literature, this capability helps SMEs to be more market-oriented to survive a highly competitive environment in an emerging market. Furthermore, it could help a firm to achieve synergy in the supply chain.

Küreselleşen Dünya’da ekonomik açıdan daha gelişmiş bir seviyeye ulaşabilmek amacıyla tüm ülkeler ihracatlarını arttırıp, ithalata olan bağlılıklarını azaltmaya çalışmaktadır. Bu amaçla yürütülen ihracat faaliyetlerinde; ihracat pazar odaklı yaklaşımlarla, organizasyonel süreçlerde daha az bürokrasi barındıran bir işleyiş ve daha çevik yaklaşımlar sergilendiği takdirde, dış pazarlara nüfuz ederken daha etkili bir performans sergilenebilmektedir. Ayrıca işletmelerin sahip oldukları kaynak ve yetenekler, rekabet avantajı yaratabilmeleri ve uluslararası pazarlarda daha etkin sonuçlar elde edebilmeleri için son derece önemli görülmektedir.Dış pazarlara giriş stratejileri oluşturulurken, işletmelerin sahip oldukları kaynak ve yetenekleri sayesinde daha etkili pazarlama planlaması ve ihracat pazar odaklı davranışlar uygulanabilmekte, bunun sonucunda da yüksek düzeyde ihracat performansına ulaşılabilmektedir. Üreten ve üreterek büyümek isteyen bir ekonomide, işletmelerin dış pazarlarda göstereceği ihracat başarısı, ihracat pazarlama süreçlerini ne kadar etkin ve çevik yönetebildiğiyle doğrudan ilişkilidir. Öyle ki; içinde bulunduğumuz koronavirüs salgın döneminde çevik dönüşümü tamamlamış olan işletmelerin her koşulda daha başarılı olduğu ve salgın dönemini çok daha iyi yönetebildiği bilinmektedir. Çeviklik ve çevik dönüşüm; işletmelerde topyekûn bir dönüşümü ifade ettiği için her bir departman özelinde, ilgili bölüme özgü çevik dönüşümün sağlanması gerekmektedir. Bu amaçla; hazırlanan tez çalışmasıyla Türkiye’de ilk defa Çevik Pazarlama ve Uluslararası Pazarlama Çevikliği kavramları incelenmiştir. İlaveten çeviklik, özünde hiyerarşik, bürokratik yapıyla ters bir ilişki içerisindedir. Çünkü değişen Dünya’ya hızla adapte olabilmek ve değişimin gerisinde kalmamak için tüm süreçlerinizde çevikliği barındırıyor olmanız gerekmektedir. Konuya bu açıdan bakıldığında araştırma modeline ayrıca organizasyonel süreçlerdeki bürokrasi de eklenmiştir.Tez çalışmasının araştırma kısmında örneklem yöntemi olarak yargısal örnekleme tercih edilmiş ve çevrimiçi anket yöntemiyle katılımcılara ulaşılmıştır. Toplam 207 katılımcıya ait veriyle analizler gerçekleştirilmiştir. Verilerin analizinde SPSS 25 programı, Process macro eklentisi ve AMOS 25 programları kullanılmıştır. Araştırma sonuçlarında literatüre katkı açısından önemli bulgulara ulaşılmış ve ihracatçıların uygulamalarına yönelik öneriler getirilmiştir. İhracat işletmelerin sahip oldukları kaynak ve yeteneklerin ihracat pazar odaklılık, pazarlama planlaması ve esnekliğin sürdürülmesi üzerindeki etkisi incelenmiş, ihracatçı işletmelerin özellikle yeteneklerinin etkisi olduğu sonucuna ulaşılmıştır. Ayrıca bu etki üzerinde ihracatçı işletmelerin yetenekleriyle, ihracat pazar odaklılık arasında organizasyonel işleyiş içerisinde var olan bürokrasinin olumsuz düzenleyici bir role sahip olduğu belirlenmiştir. İlaveten esnekliğin sürdürülmesi, pazarlama planlaması ve ihracat pazar odaklılığın; ihracat pazarlama yetenekleri üzerinde etkisi olduğu sonucuna ulaşılmış ve uluslararası pazarlama çevikliğinin bu etkide aracılık rolü olduğu belirlenmiştir. İhracat pazarlama yeteneklerinin de ihracat performansı üzerinde olumlu bir etkisi olduğu ulaşılan sonuçlar arasında yer almaktadır. All countries are trying to increase their exports and reduce their dependence on imports to reach a more economically developed level in the globalizing world. In export activities carried out for this purpose; If export market-oriented approaches, less bureaucratic processes, and more agile approaches are exhibited in organizational processes, a more effective performance can be displayed when entering foreign markets. In addition, the resources and capabilities of firms are considered extremely important for them to create a competitive advantage and to achieve more effective results in international markets.While creating foreign market entry strategies, more effective marketing planning and export market-oriented behaviors can be implemented thanks to the resources and capabilities of the firms, and as a result, a high level of export performance can be achieved.In a national economy that produces and wants to grow by producing, the export success of firms in foreign markets is directly related to how effectively and agile they can manage their export marketing processes. It is known that firms that have completed agile transformation during the current coronavirus epidemic period are more successful in all conditions and can manage the epidemic period much better.In the research part of the thesis, judgmental sampling was preferred as the sampling method and the participants were reached by the online survey method. Analyzes were carried out with the data of a total of 207 participants. SPSS 25 program, Process macro, and AMOS 25 programs were used in the analysis of the data.As a result of the research, important findings were reached in terms of contributing to the literature, and suggestions were made for the practices of exporters. The effect of the resources and capabilities of export businesses on export market orientation, marketing planning, and flexibility maintenance has been examined and it has been concluded that export firms have an impact especially on their capabilities. In addition, it has been determined that the bureaucracy existing in the organizational process has a negative moderator role on this effect between the capabilities of export firms and export market orientation. Furthermore, flexibility maintenance, marketing planning and export market orientation; have been concluded that have an effect on export marketing capabilities and it has been determined that international marketing agility has a mediator role in this effect. This study result also shows that export marketing capabilities have a positive effect on export performance.