Marketing strategy determinants of export performance: a meta-analysis

Identifying the marketing strategy elements that influence export performan ce has been the subject of sizeable empirical research. However, the findin gs reported in the literature are characterized by fragmentation and divers ity, limiting theory development and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export marketing strat egy-performance relationship. The assessment reveals that: (a) although man y marketing strategy variables demonstrate positive effects on overall expo rt performance, the relationship is not always significant; (b) of the expo rt performance measures examined in various studies, stronger effects are o bserved in relation to export proportion of sales; and (c) time of study, g eographic focus, and product type had a limited impact on the effect of mar keting strategy elements on export performance. Implications for export man agement and future research are discussed. (C) 2001 Elsevier Science Inc. A ll rights reserved.