Abstract
Diversification strategies continue to draw scholars’ attention, and the globalization trend encourages managers to seek new diversification strategies. While research on geographic diversification is voluminous, little is known about the simultaneous interplay among national and regional diversification strategies and how their interaction affects performance. This study proposes the export national-regional diversification approach, views it as a source of export flexibility, and examines its effect on export success. Drawing on data from exporting UK firms, findings show that the simultaneous national and regional diversification strategies affect export performance, but these effects are dependent on firm internal and external contingencies. Managers in exporting firms should employ simultaneously national-regional diversification strategies.
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Gnizy, I., Cadogan, J.W., Oliveira, J.S., Nizam, A. (2017). National-Regional Diversification Strategy and Export Performance: An Extended Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_5
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DOI: https://doi.org/10.1007/978-3-319-47331-4_5
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-47331-4
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