La estrategia exportadora de la empresa y su relación con el resultado internacional

• Autores: María Luisa Flor Peris, María José Oltra Mestre
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 16, Nº 1, 2010, págs. 15-29
• Idioma: español
• DOI: 10.1016/s1135-2523(12)60001-x
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• Dialnet Métricas: 7 Citas
• Resumen

  • En este trabajo se examinan las estrategias seguidas por las empresas en los mercados exteriores a través de la exportación y se analiza su relación con el resultado exportador. Para ello, adoptamos un enfoque taxonómico y planteamos la estrategia exportadora a partir del alcance geográfico, la adaptación del marketing mix a los mercados exteriores y el tipo de ventaja competitiva perseguida por las empresas. El estudio empírico se ha realizado a partir de la información proporcionada por 88 empresas. Los resultados indican que diferentes grupos de empresas configuran su estrategia exportadora con diversos grados de énfasis en las dimensiones anteriores. Respecto a la relación entre la estrategia y el resultado exportador, éstos destacan la importancia de las estrategias que, independientemente del ámbito geográfico escogido, adaptan el marketing mix y delimitan claramente la base sobre la que va a competir.

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