Drivers of Export Segmentation Effectiveness and Their Impact on Export Performance
- Author(s)
- Adamantios Diamantopoulos, Amata Ring, Bodo B. Schlegelmilch, Eva Doberer
- Abstract
In recent years, export segmentation effectiveness has attracted increasing attention in academic literature. The current study acknowledges this construct's ability to capture the proximal outcomes of export segmentation efforts and contributes to the literature by investigating its key drivers as well as its link to export performance. Results identify export segmentation commitment together with export segmentation strategy and number of segmentation bases used as the key drivers of export segmentation effectiveness. A segments-within-countries strategy proves to be the most promising choice as it affects all export segmentation dimensions which, with the exception of cost reduction, are significantly linked to customer satisfaction, strategic export performance and, ultimately financial export performance. The findings also support the sequential segmentation → targeting → positioning process and highlight the importance of managerial commitment to export segmentation when facing heterogeneous markets.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- University of Queensland, Wirtschaftsuniversität Wien (WU), Credit Suisse (UK) Limited
- Journal
- Journal of International Marketing
- Volume
- 22
- Pages
- 39-61
- No. of pages
- 23
- ISSN
- 1069-031X
- DOI
- https://doi.org/10.1509/jim.13.0075
- Publication date
- 10-2013
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- ASJC Scopus subject areas
- Marketing, Business and International Management
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/1b69e2af-3eca-43f4-af29-a01044ea8fbe