Global marketing strategy modeling of high tech products

This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains limited. In this respect, the study raises a number of important questions concerning how market orientation, international experience and global marketing strategy impact performance. The study empirically tests predictions of relationships by using mail survey data from 172 business units of high tech firms. Findings from the research sample support the argument that market orientation, international experience, and global marketing strategy are the key antecedents of organizational performance. Market orientation and international experience influence global marketing. The article concludes with theoretical and managerial implications of the research findings.

Research highlights► The main theoretical contribution of this work is to develop a broad conceptualization of global marketing strategy and performance to integrate the existing perspectives for the high tech products context. ► Second, the research objective of this paper is to substantiate the empirical link between marketing strategy and performance based on resource based view. ► Third, research purpose is to lay a theoretical foundation on which further inquiries can be based.