Export marketing strategy and performance: A focus on SMEs promotion

Surprisingly little is known about the promotion programs implemented by exporting small and medium-sized enterprises (SMEs) in foreign markets. Most studies assess the adaptation of marketing strategies but not the actual effect of the promotion program. Furthermore, they treat SMEs as smaller versions of multinational corporations without considering their specificities. This study explores components of exporting SMEs’ promotion programs and tests their effectiveness in attaining export success. Moreover, it shows the pivotal role of importers’ behaviors in determining how promotion produce positive effects. Finally, the study reveals how the interplay of an exporter’s promotion program within an exporter–importer relationship affects the importer’s efforts on behalf of the exporter. We begin with a qualitative study to define the components of exporting SMEs’ promotion programs. Then, we develop and test hypotheses with structural models using survey data from exporting SMEs. Finally, we conduct a post hoc analysis that yields recommendations for economization that are uniquely relevant to resource-constrained exporting SMEs. •Exporting SMEs promotion programs consist of operational and financial support to foreign representatives.•Exporting SMEs promotion effect on importer promotion efforts is indirect via cooperation.•Exporting SMEs promotion effect on export performance is indirect via importer promotion effort.