A Conceptual Framework of the Determinants of Export Performance: Reorganizing Key Variables and Shifting Contingencies in Export Marketing

摘要: Abstract This paper examines existing knowledge in export marketing, dealing particular with the relationship between internal and external factors, marketing strategy performance. The purpose of is: (1) to expand on nature links among these factors (2) shift contingencies marketing-performance relationship. Based a combination recent grounded findings field (Lages, 1999) literature concerning traditional approach performance's determinants (Zou Stan, 1998), non-traditional perspective is presented. A conceptual framework developed whereby preceding year's performance, are shown as influencing current performance through degree program adaptation. Managerial implications directions for further research discussed.