Congruence of domestic and export marketing strategies ‐ An empirical investigation of its performance implications

Discusses the concept of strategic composites, based upon the linkage of domestic and export marketing strategies of small, medium sized manufacturing firms. Four distinct composites are derived empirically for each of two national groups of exporters (Canadian and UK firms). With some minor variations, three particular composites are shown to be common to both Canadian and UK exporters. Concludes by examining the association between the export environment and the selected composite, and the effect that this has upon export performance.