Strategic profiles of Brazilian exporters and performance implications

This study presents a taxonomic classification of manufactured products exporters based on strategic orientation which is the result of an analysis of a sample of 414 Brazilian exporters of manufactured goods. The analyses used Cluster analysis, MANOVA, ANOVA, post-hoc tests and crosstabs. The study identified four patterns of strategic orientation of Brazilian exporters and provided indications of correlations with firm and manager characteristics. The article includes a discussion of implications for export performance. Findings suggest that joint attention to planning and differentiation seems to pay off, but planning alone is insufficient to ensure winning results. The study has contributed to the literature by identifying clearly discernible patterns of strategic orientation of Brazilian exporters and their association with firm and manager characteristics. The study also discusses how export performance correlates with strategic orientation.