Authors: Li Ling-Yee; Gabriel O. Ogunmokun
Addresses: Department of Marketing and International Business, Lingnan University of Hong Kong, Tuen Mun, Hong Kong ' Department of Marketing and Management, University of the Virgin Islands, US Virgin Islands, USA
Abstract: In spite of the normative appeal of flexibility, the concept has rarely been considered from a strategic marketing perspective. Without being market focused, flexibility will not result in superior value creation and a sustainable competitive advantage. In the light of the above shortcomings, this study examined a firm's flexibility with reference to specific export venture markets. Based upon the export channel marketing literature, this study identified additional previously unexplored antecedents of flexibility. The empirical evidences of 222 export venture cases showed reasonable support for the proposed model. In addition, this study brought clear evidence demonstrating the positive effect of flexibility on performance in the corresponding export venture markets.
Keywords: export ventures; flexibility; firm performance; competency; target markets; strategic growth; market growth; relationship intensity; distributors; strategic marketing; exporting.
International Journal of Trade and Global Markets, 2013 Vol.6 No.2, pp.99 - 122
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 30 Mar 2013 *