Abstract
The main goal of this paper is to analyze the relationship between competitive strategies and market performance for Polish small and medium-sized international new ventures (INVs). Three dimensions used for classification of strategies are: standardization–adaptation of products, differentiated versus nondifferentiated products and selling products to the whole market, to selected segments, or to a niche only. The applied research method is statistical analysis (SPSS) of data obtained from questionnaire distributed in 2018 (mixed mode: CATI + CAWI method) to respondents from representative sample of 297 Polish INVs. The relationship between variables related to strategies and market performance measures shows weak correlations in line with the hypotheses: positive correlations with increasing adaptation, positive correlations with increasing differentiation, positive correlations with broadening vision of the market. Cluster analysis made it possible to identify a disadvantageous mix of strategies: The strongest product standardization combined with the weakest product differentiation together with addressing commercial efforts to niche markets led to the lowest results on all market performance measures. A non-segmentation approach led to the best results in 3 out of 4 market performance measures.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Baranowska-Prokop, E., & Sikora, T. (2014). Relationship between competitive strategies and the success perception of Polish born globals. International Journal of Management and Economics (43), 94–113.
Danik, L., & Kowalik, I. (2015). Success factors and development barriers perceived by the Polish born global companies. Empirical study results. Journal of East European Management Studies, 20(3), 360–390.
Doole, I., & Lowe, R. (2001). International marketing strategy. Analysis, development and implementation. London: Thomson Learning.
Duliniec, E. (2011). Koncepcje przedsiębiorstw wcześnie umiędzynarodowionych. Rozważania terminologiczne. Gospodarka Narodowa (1–2), 63–80.
Gabrielsson, M. (2005). Branding strategies of born globals. Journal of International Entrepreneurship, 3(3), 199–222.
Gabrielsson, P., Gabrielsson, M., & Seppälä, T. (2012). Marketing strategies for foreign expansion of companies originating in small and open economies: The consequences of strategic fit and performance. Journal of International Marketing, 20(2), 25–48.
Gassmann, O., & Keupp, M. M. (2007). The competitive advantage of early and rapidly internationalizing SMEs in the biotechnology industry: A knowledge-based view. Journal of World Business, 42(3), 350–366.
Gorynia, M. (2007). Strategie zagranicznej ekspansji przedsiębiorstw. Warszawa: PWE.
Knight, G. A., & Cavusgil, S. T. (2005). A taxonomy of born global firms. Management International Review, 45(3), 15–35.
Kowalik, I., & Baranowska-Prokop, E. (2013). Determinanty powstawania i motywy ekspansji polskich przedsiębiorstw wcześnie umiędzynarodowionych. Gospodarka Narodowa, 4, 41–64.
Madsen, T. K., & Servais, P. (1997). The internationalization of born globals: An evolutionary process? International Business Review, 6(6), 561–583.
Nowakowski, M. (1999). Wprowadzenie do zarządzania międzynarodowego. Warszawa: Difin.
Porter, M. E. (1998). Competitive strategy. Techniques for analysing industries and competitors (with a new introduction). New York: The Free Press.
Sikora, T., & Baranowska-Prokop, E. (2018). Internationalization indices and success perception of Polish born globals. In: N. Tsounis & A. Vlachvei (Eds.), Advances in time series data methods in applied economic research. ICOAE 2018. Springer, Cham: Springer Proceedings in Business and Economics.
Acknowledgements
This research was supported by the National Science Centre, Poland; grant: “The entrepreneurial marketing concept and accelerated internationalization of new ventures. Antecedents, elements and outcomes”, no. 2015/19/B/HS4/01728.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Sikora, T., Baranowska-Prokop, E. (2020). Relationship Between Competitive Strategies of Small and Medium-Sized Polish International New Ventures and Their Market Performance: Cluster Analysis Approach. In: Tsounis, N., Vlachvei, A. (eds) Advances in Cross-Section Data Methods in Applied Economic Research. ICOAE 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-38253-7_22
Download citation
DOI: https://doi.org/10.1007/978-3-030-38253-7_22
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-38252-0
Online ISBN: 978-3-030-38253-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)