Purpose – The purpose of this paper is to seek answers to the question of the impact of different classes of strategy (generic and international) on firm performance in international markets. Design/methodology/approach – Survey of 213 British SME exporters, using EQS. Findings – The paper...

Purpose – The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five decades. However, there is no agreement in the literature about which elements integrate marketing strategy and which...