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2018 | OriginalPaper | Buchkapitel

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

verfasst von : Panagiota Sapouna, Pavlos Dimitratos, Jorma Larimo, Antonella Zucchella

Erschienen in: Advances in Global Marketing

Verlag: 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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Nächstes Kapitel Integration Mechanisms as Enablers of International Standardized Strategies

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Titel: Market Withdrawal, International Orientation and International Marketing: Effects on SME Performance in Foreign Markets
verfasst von: Panagiota Sapouna
Pavlos Dimitratos
Jorma Larimo
Antonella Zucchella
Verlag: Springer International Publishing
Buch: Advances in Global Marketing
Print ISBN: 978-3-319-61384-0

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

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-61385-7_12