AIB 2012 Conference Proceedings - Academy of International ...

TUESDAY
study and to provide samples of teaching tools and assignments intended to improve cultural literacy. (For more
information, please contact: Mikelle A. Calhoun, Georgia Southern University, USA: prof.calhoun@gmail.com)
Session: 3.2.13 - Interactive
Track: 2 - Marketing and Supply Chain
Export Performance, Branding, and Retailing
Presented On: July 3, 2012 - 10:45-12:00
Chair: Yupin Patara, Chulalongkorn University
Export Diversification and Firm Performance: Why and How Does Export Intensity Matter
Dirk Michael Boehe, Insper Institute of Education and Research
This study develops a theory that seeks to explain the relationship between export diversification and firm
performance under varying degrees of foreign over total sales (export intensity). By integrating conceptual
building blocks from corporate diversification strategy, international marketing and the country-of-origin effect,
we develop a three-stage theory that suggests a declining S-curve relationship between geographic export
diversification and firm performance if exporters' export intensity is low and an inverted U-shape if export
intensity is high. We examine our hypothesis using a panel of longitudinal archival data with roughly 2,000 firmyear
observations, which cover all of the possible export destination countries served by large Brazil-based
exporters from 2001 to 2009. Our results imply that the degree to which the country of origin's institutional,
economic and market environments affect its exporters is paramount to understanding why the relationship
between geographic diversification and performance varies. (For more information, please contact: Dirk Michael
Boehe, Insper Institute of Education and Research, Brazil: dirkmb@insper.edu.br)
Conflicts and Export Performance: The Role of Company Specific Factors
Gregor Pfajfar, University of Ljubljana
Maja Makovec Brencic, University of Ljubljana
Aviv Shoham, University of Haifa
While the relationships between conflict and export performance have been studied, the findings have been
equivocal. We argue that conflicts have impact on objective performance measures (financial and strategic
performance), which further impact subjective measures (satisfaction with export venture). The empirical
results among 105 exporters show that conflicts have impact on export performance only when the company is
large, operating on many markets and coming from a high-tech industry. Reasons for somehow surprising
results we may find in the concept of organizational inertia and the fact that SMEs are much more flexible and
changing faster than large companies, while conflicts need time to arise. (For more information, please contact:
Gregor Pfajfar, University of Ljubljana, Slovenia: gregor.pfajfar@ef.uni-lj.si)
Market Orientation in Chinese Retailer-Supplier Relationship: The Reference Group Perspective
Brenda Sternquist, Michigan State University
Jing Zhao, Michigan State University
Retailing evolves in developing economies as the nature of buyer-supplier relationships changes. At early stages
of the development, manufacturers are given full range to determine what merchandise a retailer will offer.
Retailers serve essentially as manufacturer's showrooms. In such circumstance, market orientation will not
occur. With economic development retailers begin to play a more important role in merchandise selection and
strategic positioning of the offering. BRIC countries are at this stage. This study investigates market orientation
AIB 2012 Conference Proceedings
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