The Effect of Product Adaptation and Market Orientation on Export Performance: A Survey of Thai Managers

Abstract

This paper investigates the effect of product adaptation on performance of exporters in Thailand. It focuses on an issue that has not been addressed in past research: Does market orientation moderate the relationship between product adaptation strategy and performance? Results indicate that product design adaptation strategy was positively associated with performance; furthermore, paradoxically, the relationship between product adaptation and performance was stronger for firms that had lower levels of market orientation, though it was firms with larger market orientation that had an overall higher level of product adaptation and performance.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 31 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.