Does export product adaptation enable customer value creation? An examination of Finnish exporters

Eleni Tsougkou, João S. Oliveira, John W. Cadogan, Ian R. Hodgkinson, Tommi Laukkanen, Vicky M. Story, Nahid Yazdani, Nathaniel Boso

Research output: Contribution to conferencePaperpeer-review


International marketing literature has provided strong evidence about the role of adaptation strategy on influencing export performance. Yet, the association between adaptation strategy and the central marketing concept of customer value creation remains unexplored. Based on the indication that the ambiguity of the existing findings on whether adaptation is the preferred choice of export strategy is due to semiconceptualization, we focus on product adaptation for which we adapt a double-faceted approach, consisting of quantity and intensity. The examination of 249 cases of Finnish exporters indicated that export product adaptation has a positive impact on customer value creation in export markets. This relationship becomes even stronger when the intensity of the adaptation is high, contrary to the negative influence that is exerted when the number of export products and export customer dynamism are high.
Original languageEnglish
Publication statusPublished - 23 May 2017
EventEuropean Marketing Academy Conference - Groningen, Netherlands
Duration: 23 May 201726 May 2017


ConferenceEuropean Marketing Academy Conference
Abbreviated titleEMAC


  • product adaptation quantity
  • product adaptation intensity
  • export customer value creation
  • international and cross-cultural marketing

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  • Entrepreneurship in the 21st Century

    Tsougkou, E. (., Cadogan, J. W., Hodgkinson, I. R., Oliveira, J. S., Story, V. M., Boso, N., Lioliou, E., Laukannen, T., Asmat-Nizam Abdul-Talib , A., Jean, R. "., Beracs, J., Nagy, G., Felzensztein, C., Martínez-López, F. J., Lisboa, A., Bilgin Wührer, Z., Thoumrungroje, A., Schwens, C., Walheiser, D., Ko, E., Sy-Chango, J., Schmitt, J., Souchon, A., Despoudi, S., Eibe Sørensen, H., Yazdani, N. & Asikainen, S.

    1/10/14 → …

    Project: Research

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