Quotation Katsikea, Evangelia, Theodosiou, Marios, Makri, Aikaterini. 2019. The interplay between market intelligence activities and sales strategy as drivers of performance in foreign markets. European Journal of Marketing. 53 (10), 2080-2108.




Exporting is a popular foreign market entry mode, especially among small- and medium-sized enterprises (SMEs). The success of SME exporters depends on their ability to establish and maintain profitable long-term relationships with foreign customers. This study aims to propose that the development of an effective export sales strategy can contribute greatly toward this aim. The study also demonstrates that export market intelligence generation and export market intelligence dissemination activities are important drivers of export sales strategy. Export sales strategy comprises three dimensions, which are expected to have a positive influence on export performance. The study uses survey data obtained from 168 exporting firms based in Greece, to test a set of research hypotheses. Structural equation modeling procedures are used. Findings indicate that export market intelligence generation and dissemination activities support and facilitate the development of effective export sales strategies, tailored to serve individual foreign accounts. Furthermore, all strategic dimensions of export sales strategy demonstrate significant positive effects on export performance. The research underlines the importance of incorporating export sales strategy in studies that aim to investigate the drivers of export performance.The findings also indicate that exporting firms must actively engage in market intelligence activities to reinforce their strategic decision-making process. The study emphasizes the crucial importance of export sales strategy in achieving superior export performance. The study provides a theory-driven conceptualization and operationalization of export sales strategy and offers an empirical assessment of a comprehensive model that includes the key antecedents and performance outcomes of export sales strategy.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal European Journal of Marketing
Citation Index SSCI
WU-Journal-Rating new MAR-C, STRAT-C, WH-B
Language English
Title The interplay between market intelligence activities and sales strategy as drivers of performance in foreign markets
Volume 53
Number 10
Year 2019
Page from 2080
Page to 2108
Reviewed? Y
DOI https://doi.org/10.1108/EJM-06-2017-0402
Open Access N


Makri, Aikaterini (Details)
Katsikea, Evangelia (King's College, United Kingdom)
Theodosiou, Marios (University of Cyprus, Cyprus)
International Marketing Management IN (Details)
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