Journal article

The adaptation of host market positioning strategies: Empirical evidence on Australian exporters

D Dow

JOURNAL OF INTERNATIONAL MARKETING | AMER MARKETING ASSOC | Published : 2001

Abstract

The author explores how and why the content of an exporter's host market positioning strategy differs from the content of its home market strategy. The research is significant for two reasons: (1) It uses a more comprehensive and rigorous definition and measurement of firm strategy than previous adaptation research, and (2) it systematically measures the magnitude and direction of the adaptation. Previous research has concentrated only on the need to adapt. This approach opens up an entirely new debate about what patterns of adaptation should be expected. The author uses a large-scale survey of Australian exporters to test the emerging hypotheses, which are strongly supported. Domestically b..

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University of Melbourne Researchers