Marketing learning by exporting-how export-induced marketing expenditures improve firm performance

Elena Golovko, Cindy Lopes-Bento*, Wolfgang Sofka

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The learning opportunities from exporting are a core theme of International Business research. Learning by exporting research has primarily discussed the technological learning outcomes associated with exports. We integrate theoretical mechanisms from this literature into a model of learning in the marketing function. We hypothesize that firms that are confronted with novel pricing, packaging, distribution or design strategies on export markets will be able to exploit them productively, as evidence of learning by exporting in marketing. We test our predictions using panel data of Spanish manufacturing firms for 1990-2009 and find suggestive evidence for the positive effect of export-induced marketing expenditures on firm productivity. These learning effects are however lower compared with technological learning via R&D.
Original languageEnglish
Pages (from-to)194-207
Number of pages14
JournalJournal of Business Research
Volume150
DOIs
Publication statusPublished - Nov 2022

Keywords

  • Exports
  • Learning-by-exporting
  • Learning-by-exporting in marketing
  • Productivity
  • RESEARCH-AND-DEVELOPMENT
  • PAY HIGHER WAGES
  • TRADE LIBERALIZATION
  • PRODUCTIVITY GROWTH
  • MANUFACTURING FIRMS
  • MODERATING ROLE
  • INNOVATION
  • KNOWLEDGE
  • SALES
  • LEVEL

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