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Successful exporting: Exploring the transformation of export product portfolios

Chryssochoidis, George M. (1996) Successful exporting: Exploring the transformation of export product portfolios. Journal of Global Marketing, 10 (1). pp. 7-31. ISSN 0891-1762. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
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Abstract

This paper examines the transformation of export product portfolios of highly successful exporters. Food manufacturers from a developing country (Greece) are investigated. Using an in-depth exploratory design involving a limited number of cases, it looks more precisely at the composition of product portfolio at initiation and development of exports, new product development for exports and export product elimination. Among the main findings, the foreign (FMD) versus domestic (DMD) market dependence of the focus exporters had a major effect in the transformation of the export product portfolios, FMD exporters carried out adaptations to a greater extent and developed more products than DMD exporters. Small FMD exporters seemed to lag in export product innovativeness and initiated exports with lower differentiation-private label in contrast with DMD firms which developed exports with higher differentiation own branded products. Furthermore, new product development for exports was irregular and diverged from formal incremental development. Last, but not least, export product elimination is much different from its counterpart in domestic marketing. Six different categories of export elimination may be distinguished. Five incidents of export product elimination falling in three categories were identified. Precipitating circumstances varied for each category. Fourteen propositions are forwarded for further investigation.

Item Type: Article
Additional information: Unmapped bibliographic data: DB - Scopus [Field not mapped to EPrints]
Subjects: H Social Sciences > HF Commerce > HF5351 Business
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Kimberley Attard-Owen
Date Deposited: 07 Dec 2015 11:55 UTC
Last Modified: 29 May 2019 16:38 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/52815 (The current URI for this page, for reference purposes)
Chryssochoidis, George M.: https://orcid.org/0000-0001-9868-7119
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