How many eggs in how many baskets? National versus regional diversification strategies and export success
نویسندگان
چکیده
Research on the export performance consequences of degree diversification pursed by firms is scant. To address this research gap, study examines whether firms’ success levels are tied to extent which they adopt national strategies (the number countries choose to) and/or regional regions and unpicks critical contingencies these linkages. Based a sample 225 UK exporters authors find that gain highest benefits when simultaneously increase diversification. Interestingly, results also show links between engage in strategy weaker operate markets very high market dynamism, relationships stronger both resource sharing interfunctional coordination high.
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ژورنال
عنوان ژورنال: Journal of Strategic Marketing
سال: 2023
ISSN: ['1466-4488', '0965-254X']
DOI: https://doi.org/10.1080/0965254x.2023.2182448