Product Adaptation Strategy and Export Performance: The Impacts of the Internal Firm Characteristics and Business Segment

Abstract

ABSTRACT

The objective of this article is to examine the relationship between the product
adaptation strategy and the export performance of a company, taking into account the
impacts of the internal characteristics of the company and the business segment.
The findings of a questionnaire investigation of about 120 industrial exporting
companies demonstrated that the business segment, the type of the exported product,
as well as the number of served countries affect the adaptation strategy of the exported
product. The results also show that the companies can improve their performance at
the international markets level with the implementation of an adequate export
marketing strategy.

Keywords: Export Performance, Product Adaptation, Internal Characteristics,
Business Segment