KOREASCHOLAR

A MULTI-FACETED EXAMINATION OF THE EXPORT PRODUCT ADAPTATION—CUSTOMER VALUE CREATION RELATIONSHIP

Eleni Tsougkou, John W. Cadogan, Ian R. Hodgkinson, Jοãο S. Oliveira, Tommi Laukkanen, Vicky M. Story, Nahid Yazdani, Nathaniel Boso
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351702
Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.1212
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Researchers have yet to investigate whether it is beneficial for exporters to engage in greater levels of product adaptation in their export operations, or whether there is some limit to the amount of adaptation exporters should engage in. We posit that customer value creation, a central marketing concept and a mechanism to achieving market and financial goals in business to business markets, is a core outcome of export product adaptation activities. In order to explore the routes by which adaptation may shape export customer value creation, we adopt a multi-faceted conceptualization of firm-level product adaptation, comprising export product adaptation (i) quantity, (ii) intensity and (iii) novelty. Drawing on survey data from 249 Finnish exporters involved in business-to-business activities, we find evidence to support the claim that the impact of export product adaptation on export customer value creation is contingent on various factors, and we identify instances where greater adaptation is beneficial for export customer value creation, and instances where greater export product adaptation is potentially harmful for export customer value creation.

Author
  • Eleni Tsougkou(Loughborough University, United Kingdom)
  • John W. Cadogan(Loughborough University, United Kingdom)
  • Ian R. Hodgkinson(Loughborough University, United Kingdom)
  • Jοãο S. Oliveira(Loughborough University, United Kingdom)
  • Tommi Laukkanen(University of Εastern Finland, Finland)
  • Vicky M. Story(Loughborough University, United Kingdom)
  • Nahid Yazdani(Loughborough University, United Kingdom)
  • Nathaniel Boso(Kwame Nkrumah University of Science and Technology, Ghana)