Export intensity and strengths perceived in the marketing strategy: A perspective based on Spanish export companies’ experience

Abstract

Purpose: This paper studies if there are associations between export profiles of some Spanish companies –high or low export intensity- and the opinion of managers about strengths generated in the marketing mix.

Design/methodology: Through a questionnaire to 64 export Spanish companies and the literature review, we defined the export intensity as the dependent variable. The explanatory variables used measure the importance granted by the companies to the different variables of the marketing mix as strengths for export activity. We used MANOVA method as it lets us analyze differences between two or more metrical dependent variables (quality, price, promotion and place) based on a mix of categorical variables that act like predictors (export volume).

Findings: Our results indicate that a correct planning of the marketing strategy is a key aspect inside internationalization strategy. In contrast with other studies that analyze specific strategies within marketing mix, this research focuses on these as perceived competitive strengths, whichever the mix of variable strategy that generates these strengths is.

Practical implications: The differences observed indicate that there are different patterns in the marketing mix strength evaluation. The results show that the firms which have the most export intensity have generated bigger capacities especially in distribution channels configuration and promotion strategies.

Originality/value: The main differentiating element in this research is the combines focus on the marketing mix variables as competitive strengths while distinguishing each of them.