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 conferencePaper

Abstract

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.

Conference

ConferenceEuropean Marketing Academy Conference
Abbreviated titleEMAC
CountryNetherlands
CityGroningen
Period23/05/1726/05/17

Fingerprint

Value creation
Product adaptation
Customer value
Exporters
Adaptation strategies
Export performance
Marketing concept
International marketing
Export strategy
Dynamism
Export markets

Keywords

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

Cite this

Tsougkou, E., Oliveira, J. S., Cadogan, J. W., Hodgkinson, I. R., Laukkanen, T., Story, V. M., ... Boso, N. (2017). Does export product adaptation enable customer value creation? An examination of Finnish exporters. Paper presented at European Marketing Academy Conference , Groningen, Netherlands.
Tsougkou, Eleni ; Oliveira, João S. ; Cadogan, John W. ; Hodgkinson, Ian R. ; Laukkanen, Tommi ; Story, Vicky M. ; Yazdani, Nahid ; Boso, Nathaniel . / Does export product adaptation enable customer value creation? An examination of Finnish exporters. Paper presented at European Marketing Academy Conference , Groningen, Netherlands.
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abstract = "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.",
keywords = "product adaptation quantity, product adaptation intensity, export customer value creation, international and cross-cultural marketing",
author = "Eleni Tsougkou and Oliveira, {Jo{\~a}o S.} and Cadogan, {John W.} and Hodgkinson, {Ian R.} and Tommi Laukkanen and Story, {Vicky M.} and Nahid Yazdani and Nathaniel Boso",
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note = "European Marketing Academy Conference , EMAC ; Conference date: 23-05-2017 Through 26-05-2017",

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Tsougkou, E, Oliveira, JS, Cadogan, JW, Hodgkinson, IR, Laukkanen, T, Story, VM, Yazdani, N & Boso, N 2017, 'Does export product adaptation enable customer value creation? An examination of Finnish exporters' Paper presented at European Marketing Academy Conference , Groningen, Netherlands, 23/05/17 - 26/05/17, .

Does export product adaptation enable customer value creation? An examination of Finnish exporters. / Tsougkou, Eleni; Oliveira, João S.; Cadogan, John W.; Hodgkinson, Ian R.; Laukkanen, Tommi; Story, Vicky M.; Yazdani, Nahid; Boso, Nathaniel .

2017. Paper presented at European Marketing Academy Conference , Groningen, Netherlands.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Does export product adaptation enable customer value creation? An examination of Finnish exporters

AU - Tsougkou, Eleni

AU - Oliveira, João S.

AU - Cadogan, John W.

AU - Hodgkinson, Ian R.

AU - Laukkanen, Tommi

AU - Story, Vicky M.

AU - Yazdani, Nahid

AU - Boso, Nathaniel

PY - 2017/5/23

Y1 - 2017/5/23

N2 - 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.

AB - 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.

KW - product adaptation quantity

KW - product adaptation intensity

KW - export customer value creation

KW - international and cross-cultural marketing

M3 - Paper

ER -

Tsougkou E, Oliveira JS, Cadogan JW, Hodgkinson IR, Laukkanen T, Story VM et al. Does export product adaptation enable customer value creation? An examination of Finnish exporters. 2017. Paper presented at European Marketing Academy Conference , Groningen, Netherlands.