Drivers and Outcomes of Small Companies' Digital Export Marketing Strategies

Abstract

This thesis comprises interconnected studies that delve into the drivers and consequences of digital export marketing strategies among small companies in the US context. In the first study, drawing from the Resource-Based View (RBV) and Industrial Organisation (IO) theories, a conceptual model is crafted to elucidate the drivers, moderators, and outcomes of digital export marketing strategies. The model is substantiated through validation with 450 small US exporters, revealing specific resources and capabilities that mould strategy formulation alongside the contingent influence of environmental risks and customer resemblance on competitive advantage and overall performance. In the second study, the thesis transitions by investigating the alignment of digital customer service strategy with environmental contexts in export markets, utilising the Contingency Theory (CT) and Customer Engagement (CE) Theory. This model is tested with 364 US exporting firms, underscoring the importance of alignment in amplifying customer engagement and offering practical insights and a conceptual framework for future explorations in the realm of export marketing adaptation. In totality, this thesis enhances comprehension of digital export marketing strategies among small enterprises, encompassing their theoretical foundations, empirical validations, and the pivotal role of adaptation in the global expansion landscape.