The Importance of Market Intelligence in Spanish Firms’ Exporting Activity

Esic Market Economics and Business Journal Vol. 44, Issue 3, September-December 2013, 9-31

24 Pages Posted: 21 Feb 2014  

Antonio Navarro-García

University of Seville

Ramón Barrera-Barrera

University of Seville

Angel Francisco Villarejo-Ramos

University of Seville

Marta Peris-Ortiz

Polytechnic University of Valencia

Date Written: February 21, 2014

Abstract

This research aims to respond to a research gap in the literature concerning the role of market intelligence in export activity. In particular, we examine the effects of market intelligence on the interrelationships between market distances (domestic vs. foreign) perceived by export managers, strategic marketing mix decisions (standardisation vs. adaptation) and export performance (growth in foreign sales and satisfaction). The results of an empirical study using data from a sample of 212 Spanish exporters reveal that: (a) strategic decisions aimed at adapting the marketing mix to foreign markets have a positive effect on export performance, (b) market distances associated with economic, legal, social, and cultural differences between Spain and overseas markets encourage conservative decision making, embodied in a standardised international marketing mix (similar to that used in Spain), (c) however, when export managers have relevant foreign market information and analyses, market intelligence processes reduce perceived market distances and encourage more proactive strategic behaviour (adaptation of the marketing mix), resulting in improved export performance.

Keywords: Market Intelligence, Perceived Market Distances, Marketing Mix Adaptation, Export Performance.

JEL Classification: F20, M16, M31

Suggested Citation

Navarro-García, Antonio and Barrera-Barrera, Ramón and Villarejo-Ramos, Angel Francisco and Peris-Ortiz, Marta, The Importance of Market Intelligence in Spanish Firms’ Exporting Activity (February 21, 2014). Esic Market Economics and Business Journal Vol. 44, Issue 3, September-December 2013, 9-31. Available at SSRN: https://ssrn.com/abstract=2399374

Antonio Navarro-García (Contact Author)

University of Seville ( email )

Avda. del Cid s/n
Sevilla, Sevilla 41004
Spain

Ramón Barrera-Barrera

University of Seville ( email )

Avda. del Cid s/n
Sevilla, Sevilla 41004
Spain

Angel Francisco Villarejo-Ramos

University of Seville ( email )

Avda. del Cid s/n
Sevilla, Sevilla 41004
Spain

Marta Peris-Ortiz

Polytechnic University of Valencia ( email )

Camino de Vera, s/n
Valencia, Valencia 46022
Spain

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