Sustainable Export Marketing Strategy Fit and Performance

Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustain-ability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and explore the circumstances under which such a strategy affects export performance. Using a sample of U.K. exporters, they find that various macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature of sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome of the differences between home and export markets in terms of economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance of sustainable export marketing strategy adaptation requires adequate fit with these macro- and microenvironmental factors

Organizational control rationales in knowledge-intensive organizations ::an integrative review of emerging trends

This theoretical paper uses a complete review of organizational control configuration (OCC) literature to illustrate the innovation, complexity and dynamics of control in knowledge‐intensive organizations (KIOs). On the basis of interdisciplinary analysis of the extant literature on OCC, the paper offers a comprehensive look at the “control pathway” taken by the various KIOs. By means of this integrative review of existing theory and research, the paper argues for greater attention to KIOs' control rationales in OCC theory and research. In doing so, it offers a comprehensive conceptual framework for the study of control in KIOs and suggests a number of propositions for future research