Global orientation and export competitive advantage: a study of Malaysian firms

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

Research output: Contribution to conferenceAbstract

Abstract

Recent globalization studies pinpoint to tracing the way that a global orientation is implemented and the effect it has on shaping firm's performance. The globalization literature connects the creation of competitive advantages with following a more standardized marketing approach across global markets, whereas the marketing adaptation literature declares that adaptation is necessary when consumers needs and wants differ significantly. Yet, there exists a lack of conceptual clarity and empirical evidence as to whether, and how, global export orientation and adaptation can be reconciled for competitive advantage. This study makes a step toward addressing this knowledge void by examining the interplay between global export orientation and product adaptation in realizing cost advantage and distribution advantage. Drawing on cross-sectional survey data from 144 Malaysian exporters, the results demonstrate that global export orientation has a positive impact on both cost and distribution competitive advantages. However, the quantity of export product adaptation pursued has a double-edged moderating effect. While on one hand adaptation weakens the global export orientation-cost advantage relationship, hindering the attainment of cost advantages, on the other it holds a positive moderating effect for the global export orientation-distribution advantage relationship.

Conference

ConferenceGlobal Innovation Knowledge Academy
CountrySpain
CityValencia
Period25/06/1827/06/18

Fingerprint

Competitive advantage
Export orientation
Costs
Globalization
Product adaptation
Moderating effect
Marketing
Survey data
Empirical evidence
Global market
Firm performance
Exporters

Keywords

  • globalization
  • marketing
  • export activity

Cite this

Tsougkou, E., Cadogan, J. W., Hodgkinson, I. R., Oliveira, J. S., Abdul-Talib , A-N., Story, V. M., ... Despoudi, S. (2018). Global orientation and export competitive advantage: a study of Malaysian firms. Abstract from Global Innovation Knowledge Academy, Valencia, Spain.
Tsougkou, Eleni ; Cadogan, John W. ; Hodgkinson, Ian R. ; Oliveira, João S. ; Abdul-Talib , Asmat-Nizam ; Story, Vicky M. ; Boso, Nathaniel ; Despoudi, Stella. / Global orientation and export competitive advantage : a study of Malaysian firms. Abstract from Global Innovation Knowledge Academy, Valencia, Spain.1 p.
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abstract = "Recent globalization studies pinpoint to tracing the way that a global orientation is implemented and the effect it has on shaping firm's performance. The globalization literature connects the creation of competitive advantages with following a more standardized marketing approach across global markets, whereas the marketing adaptation literature declares that adaptation is necessary when consumers needs and wants differ significantly. Yet, there exists a lack of conceptual clarity and empirical evidence as to whether, and how, global export orientation and adaptation can be reconciled for competitive advantage. This study makes a step toward addressing this knowledge void by examining the interplay between global export orientation and product adaptation in realizing cost advantage and distribution advantage. Drawing on cross-sectional survey data from 144 Malaysian exporters, the results demonstrate that global export orientation has a positive impact on both cost and distribution competitive advantages. However, the quantity of export product adaptation pursued has a double-edged moderating effect. While on one hand adaptation weakens the global export orientation-cost advantage relationship, hindering the attainment of cost advantages, on the other it holds a positive moderating effect for the global export orientation-distribution advantage relationship.",
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Tsougkou, E, Cadogan, JW, Hodgkinson, IR, Oliveira, JS, Abdul-Talib , A-N, Story, VM, Boso, N & Despoudi, S 2018, 'Global orientation and export competitive advantage: a study of Malaysian firms' Global Innovation Knowledge Academy, Valencia, Spain, 25/06/18 - 27/06/18, .

Global orientation and export competitive advantage : a study of Malaysian firms. / Tsougkou, Eleni; Cadogan, John W.; Hodgkinson, Ian R.; Oliveira, João S.; Abdul-Talib , Asmat-Nizam; Story, Vicky M.; Boso, Nathaniel ; Despoudi, Stella.

2018. Abstract from Global Innovation Knowledge Academy, Valencia, Spain.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Global orientation and export competitive advantage

T2 - a study of Malaysian firms

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

PY - 2018/6/25

Y1 - 2018/6/25

N2 - Recent globalization studies pinpoint to tracing the way that a global orientation is implemented and the effect it has on shaping firm's performance. The globalization literature connects the creation of competitive advantages with following a more standardized marketing approach across global markets, whereas the marketing adaptation literature declares that adaptation is necessary when consumers needs and wants differ significantly. Yet, there exists a lack of conceptual clarity and empirical evidence as to whether, and how, global export orientation and adaptation can be reconciled for competitive advantage. This study makes a step toward addressing this knowledge void by examining the interplay between global export orientation and product adaptation in realizing cost advantage and distribution advantage. Drawing on cross-sectional survey data from 144 Malaysian exporters, the results demonstrate that global export orientation has a positive impact on both cost and distribution competitive advantages. However, the quantity of export product adaptation pursued has a double-edged moderating effect. While on one hand adaptation weakens the global export orientation-cost advantage relationship, hindering the attainment of cost advantages, on the other it holds a positive moderating effect for the global export orientation-distribution advantage relationship.

AB - Recent globalization studies pinpoint to tracing the way that a global orientation is implemented and the effect it has on shaping firm's performance. The globalization literature connects the creation of competitive advantages with following a more standardized marketing approach across global markets, whereas the marketing adaptation literature declares that adaptation is necessary when consumers needs and wants differ significantly. Yet, there exists a lack of conceptual clarity and empirical evidence as to whether, and how, global export orientation and adaptation can be reconciled for competitive advantage. This study makes a step toward addressing this knowledge void by examining the interplay between global export orientation and product adaptation in realizing cost advantage and distribution advantage. Drawing on cross-sectional survey data from 144 Malaysian exporters, the results demonstrate that global export orientation has a positive impact on both cost and distribution competitive advantages. However, the quantity of export product adaptation pursued has a double-edged moderating effect. While on one hand adaptation weakens the global export orientation-cost advantage relationship, hindering the attainment of cost advantages, on the other it holds a positive moderating effect for the global export orientation-distribution advantage relationship.

KW - globalization

KW - marketing

KW - export activity

M3 - Abstract

ER -

Tsougkou E, Cadogan JW, Hodgkinson IR, Oliveira JS, Abdul-Talib A-N, Story VM et al. Global orientation and export competitive advantage: a study of Malaysian firms. 2018. Abstract from Global Innovation Knowledge Academy, Valencia, Spain.