Global marketing strategy modeling of high tech products

a r t i c l e i n f o Keywords: Market orientation International experience Global marketing strategy Performance High tech products This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains limited. In this respect, the study raises a number of important questions concerning how market orientation, international experience and global marketing strategy impact performance. The study empirically tests predictions of relationships by using mail survey data from 172 business units of high tech firms. Findings from the research sample support the argument that market orientation, international experience, and global marketing strategy are the key antecedents of organizational performance. Market orientation and international experience influence global marketing. The article concludes with theoretical and managerial implications of the research findings. The study of global marketing strategy-performance relationship is not new. In the global marketing literature a firm's global marketing strategy has a positive effect on its global market performance (e.g., However, the literature does not resolve issues that influence whether, and to what extent, performance is different in high tech markets. The lack of a generally accepted conceptuali-zation of global marketing strategy and performance represents a major gap in the existing literature when different researchers adopt different views of research constructs. The issues may require a reassessment of the relation of some of the more widely acceptable drivers of global marketing strategy and performance. For example, what is an acceptable conceptualization of global marketing strategy and performance in the high tech products context? How do environmental forces and global marketing strategy influence organizational performance? To what extent do environmental forces influence global marketing strategy choice and implementation? The main knowledge contribution of this study is to develop a broad conceptualization of global marketing strategy and performance to integrate the existing perspectives for the high tech products context. Second, this paper is to substantiate the empirical link between marketing strategy and performance based on resource based view. Third, the study makes an effort to lay a theoretical foundation in the high tech products context. 2. Literature review and research hypotheses 2.1. Performance Because of measurement issues, numerous international marketing studies use return on investment (ROI), sales, sales growth, and overall performance as indicators of company performance (Cooper and Kleinschmidt, 1985; Zou and Cavusgil, …