[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 16 [Year:] 2010 [Issue:] 1 [Pages:] 15-29
This paper examines the strategy of firms in export markets and its relation with firm export performance. A taxonomic approach is adopted and export strategies are based on three dimensions: geographical scope, degree of marketing mix adaptation and competitive basis adopted. Using data from 88 firms, the study findings indicate that different groups of exporters emerge as they configure their export strategy with different degrees of emphasis on the above dimensions. Regarding the relationship between export strategy and export performance, it is stressed the importance of following strategies where the firm adapts its marketing mix and clearly defines its competitive basis.