Achieving and sustaining competitive advantage is a major challenge for firms in today’s dynamic global marketplace. The notion of sustained competitive advantage has been investigated through a number of paradigms, from the resource based view of the firm to dynamic capabilities. This paper...

This study explored how the adaptation of export marketing strategy manifests in Zimbabwean export companies. It identified key variables that contributed most to the discrimination between firms with high levels of adaptation of export marketing strategy against ones with low levels of...