Marios Theodosiou | University of Cyprus (original) (raw)

Papers by Marios Theodosiou

International Business Review, Apr 1, 2003

Despite 40 years of debate on international marketing strategy standardization vs adaptation, ext... more Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Based on an integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance outcomes, this stream of research was found to be characterized by non-significant, contradictory, and, to some extent, confusing findings attributable to inappropriate conceptualizations, inadequate research designs, and weak analytical techniques. The central conclusion that stems from this analysis is that the decision whether to standardize or adapt the marketing strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time.

Journal of Business Research, 2020

Abstract Despite the growing interest in the effect of actor engagement on performance outcomes, ... more Abstract Despite the growing interest in the effect of actor engagement on performance outcomes, empirical work adopting a holistic view is scarce. This study aims to empirically assess the impact of engagement behaviors on a shop’s performance within an e-market ecosystem. Specifically, the study investigates how actors’ level of engagement in online reviewing relates to a shop’s future performance, using a rich panel dataset (1332 clothes shops spanning seven months) within the Etsy ecosystem. The results indicate that in these environments, higher positive engagement behaviors don’t affect performance, as positive reviews are expected. Engagement behaviors entailing negative reviewing also have a non-significant effect on performance, as they offer important feedback to the shop, which offsets damaging effects. However, when the volume of either low positive engagement or disengagement behaviors increases, performance deteriorates, as these behaviors signal mediocre quality or non-credible reviewing behavior. The article concludes with implications for research and practice.

International Business Review, 2017

If citing, it is advised that you check and use the publisher's definitive version for pagination... more If citing, it is advised that you check and use the publisher's definitive version for pagination, volume/issue, and date of publication details. And where the final published version is provided on the Research Portal, if citing you are again advised to check the publisher's website for any subsequent corrections.

Journal of Interactive Marketing, 2019

European Journal of Marketing, 2019

Purpose Exporting is a popular foreign market entry mode, especially among small- and medium-size... more Purpose Exporting is a popular foreign market entry mode, especially among small- and medium-sized enterprises (SMEs). The success of SME exporters depends on their ability to establish and maintain profitable long-term relationships with foreign customers. This study aims to propose that the development of an effective export sales strategy can contribute greatly toward this aim. The study also demonstrates that export market intelligence generation and export market intelligence dissemination activities are important drivers of export sales strategy. Export sales strategy comprises three dimensions, which are expected to have a positive influence on export performance. Design/methodology/approach The study uses survey data obtained from 168 exporting firms based in Greece, to test a set of research hypotheses. Structural equation modeling procedures are used. Findings Findings indicate that export market intelligence generation and dissemination activities support and facilitate t...

Journal of Business Research

Journal of Business Research, 2012

Previous research demonstrates the destructive consequences of role stress for the work outcomes ... more Previous research demonstrates the destructive consequences of role stress for the work outcomes of employees occupying boundary-spanning positions. Most studies examine the behavior and performance of industrial salespeople. In contrast, limited evidence exists ...

This study addresses a long-standing debate in the literature regarding the appropriateness and p... more This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of U.S., Japanese, and German multinational corporations (MNCs) operating in the U.K. The results indicate that degree of strategy standardization is significantly related to similarity between markets with respect to regulatory environments, technological intensity and velocity, customs and traditions, customer characteristics, a product's stage in its life cycle, and competitive intensity. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the MNC's environmental context and its international marketing strategy choice.

Journal of World Business, 2004

This article provides an integrative review of extant knowledge on the export marketing informati... more This article provides an integrative review of extant knowledge on the export marketing information system, based on input received from 27 studies conducted on the subject. A detailed analysis of research into the constituent parts of the system revealed that this is too atheoretic, fragmented, repetitive, non-programmatic, and inconsistent. Despite these weaknesses, it was concluded that: (a) with the exception of company size, the role of antecedent factors in influencing information behavior is not very clear; (b) the emphasis of export information needs is on customers, competitors, and pricing; (c) information is mainly acquired on a person-to-person basis; (d) the dissemination of information, although superficially examined, tends to be bottomup and casual (e) proper information utilization enhances the quality of export management decisions, while at the same time satisfying the individual needs of decision makers; and (f) export performance is positively influenced by the synergistic rather than the individual effect of information behavior components. #

European Journal of …, 2006

Purpose Research on the behavioural aspects of buyer-seller relationships, although sizeable, i... more Purpose Research on the behavioural aspects of buyer-seller relationships, although sizeable, is too heterogeneous and fragmented to yield complete and conclusive insights as to the inter-relationships of the basic parameters involved. This article attempts to put ...

Journal of World Business, 2011

This study draws on the job-modification framework and the job characteristics model to investiga... more This study draws on the job-modification framework and the job characteristics model to investigate the relationship between organizational structure, job characteristics, and work outcomes in export sales organizations. The study offers a conceptual framework and an empirical test using data collected from 160 UK exporters. The results indicate that formalization and centralization have a positive impact on job feedback. Moreover, centralization relates negatively to job autonomy and job variety. Higher levels of job autonomy, job variety and job feedback enhance the job satisfaction of export sales managers. In turn, export sales managers' job satisfaction relates positively to organizational commitment. Managerial implications are presented and future research avenues are identified. ß

International Business Review, 2014

Journal of International …, 2001

... Because the key consideration in international business operations is whether the marketing s... more ... Because the key consideration in international business operations is whether the marketing strategy should be standardized or adapted, we consider international pricing strategy along the standardizationadaptation continuum (Cavusgil and Zou 1994). ...

International Marketing …, 2004

... a major research initiative should be undertaken, and this should essentially be an collabora... more ... a major research initiative should be undertaken, and this should essentially be an collaborative, international project ... literature indicates that in their efforts to identify the primary determinants of export performance (a crucial issue in export marketing), most studies have ...

Journal of International …, 2011

ABSTRACT The authors present the results of a study that empirically tests a model connecting nat... more ABSTRACT The authors present the results of a study that empirically tests a model connecting national export-promotion pro-grams with export performance through the intervening role of export-related organizational resources and capabilities, export marketing strategy, and ...

Journal of Business Research, 2007

Despite the plethora of studies examining the influence of behavior-based sales management contro... more Despite the plethora of studies examining the influence of behavior-based sales management control on salesperson characteristics and performance, limited empirical evidence exists with respect to its relevance and importance in an export sales context. This study expands the existing literature by investigating the influence of behavior-based control and job-related characteristics on the performance of export sales managers. The article offers a conceptual model and an empirical test using data from 210 UK exporters. The findings support the positive influence of behavior-based control on certain export sales managers' characteristics and behavioral performance. The results also indicate that: specific export sales managers' characteristics enhance behavioral performance; behavioral performance is positively related to outcome performance; psychic distance moderates the relationship between behavior-based control and behavioral performance. The article concludes with a discussion of implications for export executives and suggestions for future research in the field.

European Journal of Marketing, 2012

Purpose–The purpose of this study is to investigate the environmental and organizational factors ... more Purpose–The purpose of this study is to investigate the environmental and organizational factors that influence the intensity of electronic business adoption by contemporary organizations, and provide evidence regarding the relationship between e-business ...

Journal of The Academy of Marketing Science, 2007

The authors extend sales management theory by considering the role of export sales management in ... more The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export sales management control, export territory, psychic distance, export sales performance, and export sales organization effectiveness. Using a mail-survey approach, data were collected from U.K.-based export sales managers in 146 direct exporters of industrial products. Though certain anomalies are observed, the research findings support many of the hypothesized associations, confirming the robustness of existing sales management concepts and theories in an export-marketing context.

Journal of International …, 2005

... A panoply of prescriptions have been suggested under PET that detail how managers should resp... more ... A panoply of prescriptions have been suggested under PET that detail how managers should respond to these punctua tions at different stages of firm growth to arrive at a new equilibrium state (eg, Terpstra and Olson 1993). The basic ...