| Popis: |
Export diversification, i.e. the degree to which the company pursues sales opportunities across different export markets, is a fundamental aspect of export strategy (Aulakh et al. 2000). However, research on the relationship between export diversification and export performance is limited. Additionally, while there have been few inroads regarding the study of the impact of export diversification on export performance (e.g. Aulakh et al. 2000), research on variables that can affect the usefulness of pursuing higher/lower export diversification levels on export performance is scant. This is an important research gap, as managers need to have information regarding factors which they can manipulate to leverage the advantages of diversification for export performance. |
