Building on previous research suggesting that the degree of product adaptation is affected by export market, industry, product, and firm-related characteristics, a comprehensive theory of product adaptation in export markets focusing on the factors that detennine export ventures’ product adaptation in export markets is described. The theory is tested in a sample of 421 Turkish export ventures. Results indicate that government regulations, customer characteristics, expectations, and preferences, as the characteristics export-market environment are associated with the degree of product adaptation. Among the remaining antecedents, product type, cultural specificty and technology of export product, firm’s international competence, and the perceived importance of market potential and profitability also affect the degree of product adaptation. It is also noteworthy that these findings do somewhat change across different types of export products.
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- An Empirical Study of Export Product Adaptation and its Antecedents for Turkish Export Ventures