Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance
Management & Entrepreneurship
The article discusses the study on the use of potential product strategies to improve the export performance of emerging market firms (EMF). The study uses hierarchical regression analysis to evaluate the adaptation strategies based on proposed peripheral products. The result of the study shows that EMFs that modify their packaging or brand name to adapt with the local market norms, are highly satisfied to the performance of their export compare to those that use different strategies.
Brouthers, Lance Eliot, Edward O'Donnell, and Dawn L. Keig. "Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance." Management International Review (MIR) 53.5 (2013): 687-710. Print.