A Contingency Approach to Marketing Mix Adaptation and Performance in International Marketing Relationships

A Contingency Approach to Marketing Mix Adaptation and Performance in International Marketing Relationships*

In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. A survey of over 5...

The Relationship among past Export Performance, Marketing Mix Adaptation, and Current Export Performance Improvement in Global Marketing Relationships

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...

Culture and International Marketing Mix Decisions

How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing