Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets

•We study uncertainty's impact on a marketing mix strategy within a b2b-context.•International entrepreneurship positively influences the reduction of uncertainty.•Negative adaptation of the product for emerging markets is inappropriate.•A b2b-company has to secure a standardized sales system for a global need.•The promotional and pricing strategies have to be adapted across countries. The degree of adaptation or standardization of the marketing program is critical in international business ventures. However, findings within this important research field and, consequently, implications for practice remain contradictory and confusing. The purpose of this paper is to examine determinants of an international marketing-mix strategy within a specific business-to-business context that includes the effects of uncertainty. Is the degree to which the marketing program is adapted or standardized dependent on the managerial perception of uncertainty? Does a firm's international entrepreneurial ability or the use of networks positively influence the degree of positive assessment of the environment? Data were collected from German companies working in different international business-to-business markets. The results indicate that international entrepreneurship has a greater impact on uncertainty reduction than the use of networks. After having reduced uncertainty, a firm tends to adapt their communication and pricing strategy, whereas the adaptation of the product and distribution strategy in general is not significant.