Flor Peris, M. L.; Oltra Mestre, M. J. - In: Investigaciones europeas de Dirección y Economía de … 16 (2010) 1, pp. 15-29
This paper examines the strategy of firms in export markets and its relation with firm export performance. A taxonomic approach is adopted and export strategies are based on three dimensions: geographical scope, degree of marketing mix adaptation and competitive basis adopted. Using data from 88...