Achieving export competitive advantage: can global orientation and export product adaptation be reconciled?

Eleni Tsougkou, John W. Cadogan, Ian R. Hodgkinson, João S. Oliveira, Asmat Nizam Abdul-Talib , Vicky M. Story, Nathaniel Boso, Stella Despoudi, Eleni Lioliou

Research output: Contribution to conferencePaper

Abstract

Globally oriented firms are often associated with approaching their foreign markets with standardized offerings. As the globalization literature contends, such an approach has its roots in achieving competitive advantages and improving firm performance. Nevertheless, the exporting literature highlights the need to adapt export products in order to satisfy different customer needs. In this context, it remains critical to understand how global orientation affects different types of competitive advantage and how this impact is influenced when product adaptation is realized. We employ a cross-sectional study and we get our results based on a sample of 144 Malaysian exporting firms. Using structural equation modelling we find that global orientation positively affects the creation of both cost and distribution advantage. Nevertheless, contrary to the frequent association of a global outlook with the adoption of a more standardized approach, high quantity of product adaptation is not always incompatible with a global orientation. While it indeed hinders the creation of cost advantages, it exerts a positive influence on the global orientation – export distribution advantage relationship.

Conference

Conference2019 AMA Global Marketing SIG Conference
CountryArgentina
CityBuenos Aires
Period20/05/1923/05/19
Internet address

Fingerprint

Competitive advantage
Product adaptation
Costs
Exporting
Structural equation modeling
Cross-sectional studies
Globalization
Firm performance
Customer needs
Export orientation

Keywords

  • global orientation
  • export competitive advantage
  • export product adaptation quantity

Cite this

Tsougkou, E., Cadogan, J. W., Hodgkinson, I. R., Oliveira, J. S., Abdul-Talib , A. N., Story, V. M., ... Lioliou, E. (2019). Achieving export competitive advantage: can global orientation and export product adaptation be reconciled?. Paper presented at 2019 AMA Global Marketing SIG Conference , Buenos Aires, Argentina.
Tsougkou, Eleni ; Cadogan, John W. ; Hodgkinson, Ian R. ; Oliveira, João S. ; Abdul-Talib , Asmat Nizam ; Story, Vicky M. ; Boso, Nathaniel ; Despoudi, Stella ; Lioliou, Eleni. / Achieving export competitive advantage : can global orientation and export product adaptation be reconciled?. Paper presented at 2019 AMA Global Marketing SIG Conference , Buenos Aires, Argentina.30 p.
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note = "2019 AMA Global Marketing SIG Conference : Marketing in a Globalized World: Challenges and Opportunities ; Conference date: 20-05-2019 Through 23-05-2019",
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Tsougkou, E, Cadogan, JW, Hodgkinson, IR, Oliveira, JS, Abdul-Talib , AN, Story, VM, Boso, N, Despoudi, S & Lioliou, E 2019, 'Achieving export competitive advantage: can global orientation and export product adaptation be reconciled?' Paper presented at 2019 AMA Global Marketing SIG Conference , Buenos Aires, Argentina, 20/05/19 - 23/05/19, .

Achieving export competitive advantage : can global orientation and export product adaptation be reconciled? / Tsougkou, Eleni; Cadogan, John W.; Hodgkinson, Ian R.; Oliveira, João S.; Abdul-Talib , Asmat Nizam; Story, Vicky M.; Boso, Nathaniel ; Despoudi, Stella; Lioliou, Eleni.

2019. Paper presented at 2019 AMA Global Marketing SIG Conference , Buenos Aires, Argentina.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Achieving export competitive advantage

T2 - can global orientation and export product adaptation be reconciled?

AU - Tsougkou, Eleni

AU - Cadogan, John W.

AU - Hodgkinson, Ian R.

AU - Oliveira, João S.

AU - Abdul-Talib , Asmat Nizam

AU - Story, Vicky M.

AU - Boso, Nathaniel

AU - Despoudi, Stella

AU - Lioliou, Eleni

PY - 2019/5/21

Y1 - 2019/5/21

N2 - Globally oriented firms are often associated with approaching their foreign markets with standardized offerings. As the globalization literature contends, such an approach has its roots in achieving competitive advantages and improving firm performance. Nevertheless, the exporting literature highlights the need to adapt export products in order to satisfy different customer needs. In this context, it remains critical to understand how global orientation affects different types of competitive advantage and how this impact is influenced when product adaptation is realized. We employ a cross-sectional study and we get our results based on a sample of 144 Malaysian exporting firms. Using structural equation modelling we find that global orientation positively affects the creation of both cost and distribution advantage. Nevertheless, contrary to the frequent association of a global outlook with the adoption of a more standardized approach, high quantity of product adaptation is not always incompatible with a global orientation. While it indeed hinders the creation of cost advantages, it exerts a positive influence on the global orientation – export distribution advantage relationship.

AB - Globally oriented firms are often associated with approaching their foreign markets with standardized offerings. As the globalization literature contends, such an approach has its roots in achieving competitive advantages and improving firm performance. Nevertheless, the exporting literature highlights the need to adapt export products in order to satisfy different customer needs. In this context, it remains critical to understand how global orientation affects different types of competitive advantage and how this impact is influenced when product adaptation is realized. We employ a cross-sectional study and we get our results based on a sample of 144 Malaysian exporting firms. Using structural equation modelling we find that global orientation positively affects the creation of both cost and distribution advantage. Nevertheless, contrary to the frequent association of a global outlook with the adoption of a more standardized approach, high quantity of product adaptation is not always incompatible with a global orientation. While it indeed hinders the creation of cost advantages, it exerts a positive influence on the global orientation – export distribution advantage relationship.

KW - global orientation

KW - export competitive advantage

KW - export product adaptation quantity

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M3 - Paper

ER -

Tsougkou E, Cadogan JW, Hodgkinson IR, Oliveira JS, Abdul-Talib AN, Story VM et al. Achieving export competitive advantage: can global orientation and export product adaptation be reconciled?. 2019. Paper presented at 2019 AMA Global Marketing SIG Conference , Buenos Aires, Argentina.