Marketing Adaptation and Export Performance: The Role of International Experience

Abstract

Purpose: This study examines a positive role of marketing adaptation on export performance and explores different moderating effects of these three types of international experiences on the relationship between marketing adaptation and export performance. Research design, data and methodology: investigating the differential moderating effects of international experience dimensions - duration, scope, and intensity - on the relationship between marketing adaptation and export performance. To confirm proposed hypotheses, this study collected survey data from a total of 214 Korean export companies. Results: The findings reveal that marketing adaptation enhances export performance significantly. Moreover, export duration and export scope moderate the relationship between marketing adaptation and export performance significantly. In more detail, the positive effect of marketing adaptation on export performance is stronger when export duration is longer and the positive effect of marketing adaptation on export performance is weaker when export scope is broader. Conclusions: This study contributes to the international marketing literature by providing empirical evidence on the strategic role of marketing adaptation in enhancing export performance, particularly under varying degrees of international experience. The multidimensional approach to international experience (duration, scope, and intensity) adds depth to the existing body of research. By differentiating the impacts of these dimensions, the study sheds light on how distinct facets of experience interact with adaptation to influence export outcomes, offering a more granular understanding of capability development in international markets.