International marketing strategy and export performance in Spanish SMEs: A contingency approach

Maria Cristina Stoian, Alex Rialp, Josep Rialp

Research output: Contribution to journalArticleResearchpeer-review

15 Citations (Scopus)


This paper investigates whether the degree of standardisation/ adaptation of the overall international marketing strategy influences the export performance in SMEs, taking into account the moderating effect of internal and external variables. Drawing on a contingency approach of international marketing strategy standardisation/adaptation, a conceptual model is proposed and tested with a sample of Spanish exporting SMEs using structural equation modelling (SEM). Based on the findings, a more standardised international marketing strategy benefits larger SMEs and those firms which perceive the environmental differences between the home-host markets as important barriers for the export activity; whereas a more adapted international marketing strategy appears to be preferable for smaller SMEs as well as for companies which belong to low-technology industries or do not see the environmental differences as high export barriers. Copyright © 2012 Inderscience Enterprises Ltd.
Original languageEnglish
Pages (from-to)213-236
JournalInternational Journal of Entrepreneurship and Small Business
Issue number2
Publication statusPublished - 1 Jan 2012


  • International marketing strategy
  • SMEs internationalisation
  • Spain


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