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International Marketing Research: A State-of-the-Art Review and the Way Forward Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Market Withdrawal, International Orientation and International Marketing: Effects on SME Performance in Foreign Markets

Authors : Panagiota Sapouna, Pavlos Dimitratos, Jorma Larimo, Antonella Zucchella

Published in: Advances in Global Marketing

Publisher: Springer International Publishing

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Abstract

Although withdrawal from a foreign market is a quite common decision for internationalized firms in the current competitive environment, it is apparent that this phenomenon has received rather scant attention in academic research. This is one of the few studies in the international marketing area establishing a direct link between market withdrawal and performance in foreign markets, as well as exploring the factors that affect this relationship. Therefore, we conducted a three-country study that investigates the effects of market withdrawal, international orientation, and marketing-related resources and capabilities on international performance of internationalized small and medium-sized enterprises (SMEs). The evidence suggests that withdrawal from a market negatively affects international performance, whereas international orientation, and marketing resources and capabilities positively affect international performance. The empirical results further show that in the case of strong presence of international orientation, withdrawal decisions have a positive influence on international performance.

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Metadata
Title
Market Withdrawal, International Orientation and International Marketing: Effects on SME Performance in Foreign Markets
Authors
Panagiota Sapouna
Pavlos Dimitratos
Jorma Larimo
Antonella Zucchella
Copyright Year
2018
Book
Advances in Global Marketing

Print ISBN: 978-3-319-61384-0

Electronic ISBN: 978-3-319-61385-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-61385-7_12