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Title: Drivers and performance outcomes of competitive advantage in export ventures : the case of Greek exporting manufacturers
Author: Spyropoulou, Stavroula
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2008
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Abstract:
In their attempt to grow and develop in overseas markets, exporting firms must be able to compete effectively vis-a-vis foreign market rivals and achieve a strong position in the export markets that they target. However, despite the vast amount of research on firms' export behaviour and success, relatively limited empirical attention has been given to the achievement of export competitive advantage and its importance for successful exporting. This is quite surprising, considering the increasing globalization of markets and intensifying competition in many industries worldwide. In response to this broad gap in the literature on exporting, this research focuses on competitive advantages achieved in export markets. Specifically, the study investigates different types of competitive advantages achieved, resources and capabilities driving achievement of competitive advantages and performance consequences of different advantage types on performance in export product-market ventures. Drawing on the resource-based view of the firm and industrial organization theory, the investigator proposes a comprehensive conceptual model of drivers and performance outcomes of competitive advantages achieved in export venture markets. Based on a systematic review of the literature and exploratory interviews with export managers, a set of research hypotheses is developed that link export venture resources and export venture marketing capabilities to competitive advantages achieved in the export venture market and competitive advantages achieved to export venture performance. Moreover, the research develops research hypotheses concerning the role of nature of competition (i.e., price/non-price) in the export venture market in moderating the relationships of competitive advantages with export venture performance. The investigator tests the research hypotheses using data collected in a largescale mail survey of export ventures of Greek exporting manufacturers. A longitudinal research design is employed where data on export ventures resources and marketing capabilities are collected at time I and data on competitive advantages, performance and price/non-price competition in the export venture market at time 2. The analysis of the data is performed using structural equation modeling. The results suggest that export venture marketing capabilities positively impact cost-price advantage and differentiation advantage in the export venture market. Deployment of superior export venture resources have a positive effect on differentiation advantage achieved, but use of superior resources does not affect the achievement of a cost-price advantage position in the export venture market. Moreover, while the achievement of differentiation advantage is positively associated with export venture performance outcomes, the achievement of a cost-price advantage position does not have a direct effect on export venture perfonnance. Nonetheless, under conditions of price competition in the export market, the achievement of cost-price advantage enhances export venture performance but the link between differentiation advantage and performance is not significant. Under conditions of non-price competition in the export market, differentiation advantage has a particularly strong effect on export venture performance, but there is not significant link between cost-price advantage and performance in the export market. The results are discussed in the context of previous empirical findings and attention is given to theoretical and managerial and public policy implications of the study results. The limitations of the study are also considered, together with directions for future research.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.590281  DOI: Not available
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