Market withdrawal, international orientation and international marketing: effects on SME performance in foreign markets

Sapouna, P., Dimitratos, P. , Larimo, J. and Zucchella, A. (2018) Market withdrawal, international orientation and international marketing: effects on SME performance in foreign markets. In: Leonidou, L.C., Katsikeas, C.S., Samiee, S. and Aykol, B. (eds.) Advances in Global Marketing: A Research Anthology. Springer: New York, pp. 281-303. ISBN 9783319613840 (doi:10.1007/978-3-319-61385-7_12)

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Publisher's URL: https://www.springer.com/gp/book/9783319613840

Abstract

Although withdrawal from a foreign market is a quite common decision for internationalized firms in the current competitive environment, it is apparent that this phenomenon has received rather scant attention in academic research. This is one of the few studies in the international marketing area establishing a direct link between market withdrawal and performance in foreign markets, as well as exploring the factors that affect this relationship. Therefore, we conducted a three-country study that investigates the effects of market withdrawal, international orientation, and marketing-related resources and capabilities on international performance of internationalized small and medium-sized enterprises (SMEs). The evidence suggests that withdrawal from a market negatively affects international performance, whereas international orientation, and marketing resources and capabilities positively affect international performance. The empirical results further show that in the case of strong presence of international orientation, withdrawal decisions have a positive influence on international performance.

Item Type:Book Sections
Status:Published
Glasgow Author(s) Enlighten ID:Dimitratos, Professor Pavlos
Authors: Sapouna, P., Dimitratos, P., Larimo, J., and Zucchella, A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Springer
ISBN:9783319613840
Published Online:21 October 2017

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