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Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework integrating international marketing strategy decisions with entry mode decisions. The resulting contingency framework extends the hierarchical entry‐mode decision model and allows for a better specification of the strategy‐performance relationship in international business.

“Passage to India”, in spite of encountering some difficulties and limitations, could be a worthwhile endeavour. India is an attractive foreign market for Western business firms. The market Size is substantial and the growth is impressive. The author provides additional observations and guidelines for companies considering doing business in India.

The increasing economic importance and the number of born global firms make it worthwhile to study what leads to their success in the international market. To better understand this international business phenomenon, we conducted in‐depth interviews with managers, coupled with public database and Web site searches. Research propositions were developed based on an extensive qualitative method. The relationship between organizational culture, information technology capability, and performance is proposed in the context of born global firms, based on viewing the concept of IT capability from the resource‐based view. We further provide recommendations for managers, theoretical contributions and suggestions for future research.

This paper aims to shed light on how small- and medium-sized enterprises can use export promotion programmes (EPPs) to improve their performance. The proposed conceptual model focuses on the need that the mechanism of awareness and use of EPPs should play a more active strategic role in shaping the firm’s export performance.

A meta-analysis of the pertinent literature reveals 16 studies on EPPs.

This study reveals that there are 16 relationships which are important based on the meta-analytic correlations. The analysis of these relationships shows that EPPs, export performance, strategy, knowledge, commitment, capabilities, competitive advantage and experience are the mostly used constructs.

This investigation supports the view that the moderating effects of the improvement of trust relationship between partners, i.e. importers to exporter and public policymakers to exporter, and the mechanism of awareness and use of EPPs accelerate the firm’s export performance. EPPs explain 31.3 per cent of the variance in export performance indicating their catalytic role in the exports’ growth.

In a globalized world where emerging markets are more important than ever, there is an increasing pressure on international businesses and governments to work together. The set of facilities known as commercial diplomacy combines the interests of both by highlighting new markets and investment opportunities.

In this chapter, we present a literature review based on 56 relevant publications to assess what we currently know of this important activity.

The results indicate that research on commercial diplomacy consists of many subtopics, resulting in a patchy understanding of the topic as a whole.

We discuss why integrative research focusing on the business–government relationship and the organization and the value of commercial diplomacy are needed from an international business perspective.

The aim of this study is to examine how knowledge-intensive born global firms operating in international markets develop and maintain long-term relationships with their customers that insure their continued growth beyond the initial stage of internationalization. The study adopts a case study approach, focusing on two Indian born global firms operating with the knowledge-based services sector. The study shows that getting to know the customer intimately helps firms to retain customers over long periods of time. Customer-relationship management strategy is in line with the entrepreneurial orientation of the firms under consideration.

In addressing certain important gaps in the export marketing field, reports on a systematic study of the factors stimulating the current exporting activities of manufacturing firms from a small European country. Investigates potential differences in ongoing export motivators between two distinct groups of exporters differentiated by level of export development. Suggests that both proactive and reactive factors stimulate these firms’ decisions to continue and maintain exporting, and also identifies certain significant differences in export stimuli between the two exporter categories. Discusses the implications of the study findings for business practitioners and public policy makers, and considers future research directions alongside the limitations of the study.

This study examines the influence of marketing strategies on export ventures undertaken by micro and small enterprises (MSEs) established in emerging countries and in Brazil specifically. We aim to determine whether a direct relationship exists between marketing strategies and internationalization performance results and to evaluate the influence of entrepreneurial marketing (EM) on export marketing strategy (EMS) and performance. A conceptual model based on the work of Cavusgil and Zou (1994) is developed and used to analyze MSE characteristics (firm and products), EMS, EM, and export marketing performance. An empirical survey was conducted on 173 Brazilian MSEs across various sectors, and data analysis was performed using structural equation modeling. The results highlight the importance of marketing activities in shaping MSE export performance, mainly by adapting prices to targeted markets, thereby improving product competitiveness. The study also emphasizes the importance of company international competence (expertise) and EM as influencers of export performance. The study contributes to the field through its application of the EM construct, by adapting the conceptual MSE model and by filling empirical gaps knowledge. The results will guide MSE management strategies that will be critical to the Brazilian economy and to other emerging countries.

With U.S. health care costs increasing at three times the rate of inflation and Americans spending 50 percent more on health care than any other nation, health care practitioners will most certainly continue to focus upon cost containment and budgets (Guthrie, 1991). However, as suggested by some experts (e.g. Lytle and Mokwa, 1992), managerial approaches preoccupied with containing costs and financial budgeting are no longer sufficient for success, or maybe even survival, in today's intensely competitive marketplace. The major transformations in structure that have taken place in the health care industry throughout the 1980s call for more proactive and strategic approaches to planning and managing if health care organizations are to be successful in today's highly competitive environment.