Authors: John Halikias; Helen E. Salavou
Addresses: Department of Marketing and Communication, Athens University of Economics and Business, Athens, Greece ' Department of Business Administration, Athens University of Economics and Business, Athens, Greece
Abstract: The primary aim of this study is to explore the strategy-export performance link by adapting Porter's (1980) classification scheme to an export context. Using a sample of 79 exporting firms established in Greece, this study employs a multiple linear regression model to examine the direct effect of generic business strategies on export sales intensity. The findings reveal that a differentiation strategy is an important contributor to export sales intensity for Greek manufacturing firms competing in the international arena. Given the negative effect of this strategic choice, recommendations for adapting the characteristics of differentiation have to be qualified. Obviously, when competing abroad, such an adaptation may require a thorough and systematic examination of the products or related services that are perceived to be sufficiently unique or valuable for customers to justify paying premium prices.
Keywords: generic business strategies; export performance; manufacturing industry; international management; Greece; exporting firms; exports; export sales intensity.
European Journal of International Management, 2014 Vol.8 No.2, pp.127 - 140
Published online: 01 Mar 2014 *Full-text access for editors Access for subscribers Purchase this article Comment on this article