Explaining international performance: Marketing mix, planning, and their interaction

Aviv Shoham, Fredric Kropp

Research output: Contribution to journalArticlepeer-review


The extent of globalization of many world markets has made international marketing a crucial determinant of firms’ performance. Most prior research used few measures of performance and explanatory strategy variables and, in some cases, did not discuss their reliability and validity. The research reported here includes a more comprehensive set of performance variables and investigates the reliability and validity of these measures of performance, as well as explanatory variables’ measures. Research hypotheses about export performance as an outcome of international firm strategies covering channels of distribution, product, promotion, pricing, and planning are tested by data from a mail survey and from in-depth interviews. The findings are used to suggest managerial implications in the context of international marketing strategy.

Original languageEnglish
Pages (from-to)114-123
Number of pages10
JournalMarketing Intelligence and Planning
Issue number2
StatePublished - 1 Apr 1998
Externally publishedYes


  • Export
  • Globalization
  • International marketing
  • Marketing mix
  • Marketing planning

ASJC Scopus subject areas

  • Marketing


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