Creating upside in export markets

摘要

Entering foreign markets through exporting offers growth potential when managed well, but inherently involves accepting the risks of unknown market factors. A conceptual paper by Hoque et al. (2020) creates a framework for understanding the multiple elements involved in developing dynamic marketing capability (DMC), and how these relate to export performance. The capacity for building a competitive advantage within this context is also explored, through a focus on the effects of pursuing a hybrid competitive strategy, and on a firm's environmental responsiveness. Data for the study were gathered from previous research on export companies operating globally in the information technology and manufacturing sectors.