earticle

영어

This study explores the relationship between product adaptation and export performance. It also examines how firm characteristics and environmental characteristics shape the performance influence of product adaptation on export performance. Based on a resource-based view and contingency perspective, this study develops a conceptual model and empirically investigates the moderating effect of international experience and competitive intensity on the link between product adaptation and export performance. Using the survey data collected from 147 Korean exporters, this study tested the relationship between product adaptation, international experience, competitive intensity, and export performance. The findings suggest that the level of product adaptation positively affects export performance. Moreover, the results indicate that both international experience and competitive intensity strengthen the positive impact of product adaptation on export performance.