International trade involves both large and small firms
engaged in business overseas. Possible drivers that force companies
to enter international markets include increasing competition at the
domestic market, maturing domestic markets, and limited domestic
market opportunities. Technology is an important driving factor in
shaping international marketing strategy as well as in driving force
towards a more global marketplace, especially technology in
communication. It includes telephones, the internet, computer
systems and e-mail. There are three main marketing strategy choices,
namely standardization approach, adaptation approach and middleof-
the-road approach that companies implement to overseas markets.
The decision depends on situations and factors facing the companies
in the international markets. In this paper, the contingency concept is
considered that no single strategy can be effective in all contexts.
The effect of strategy on performance depends on specific situational
variables. Strategic fit is employed to investigate export marketing
strategy adaptation under certain environmental conditions, which in
turn can lead to superior performance.
 S.T. Cavusgil, S. Zou, and G.M. Naidu "Product and promotion
adaptation in export ventures: an empirical investigation" Journal of
International Business Studies, Vol. 24 (3), pp. 479-506, 1993.
 S.C. Jain, "Standardization of international marketing strategy: some
research hypotheses in," Journal of Marketing. Vol. 53, pp. 70-79.
 V. Terpstra, R. Sarathy and L. Russow International marketing. Ninth
Edition, Dryden Press, Hinsdale, IL, 2006.
 S. Zou, D.M. Andrus, and D.W. Norvell "Standardization of
international marketing strategy by firms from a developing country-,
International Marketing Review Vol. 14 (2), pp. 107-123, 1997.
 L.S. Amine, L.S. and S.T. Cavusgil "Export marketing strategies in the
British clothing industry", European Journal of Marketing, Vol. 20 (7),
pp. 21-33, 1986.
 S. Zou, and S. T. Cavusgil, "Global strategy: a review and an integrated
conceptual framework", European Journal of Marketing, Vol. 30 (1),
pp. 52-69, 1996.
 K. Atuahene-Gima and J.Y. Murray "Antecedents and outcomes of
marketing strategy comprehensiveness", Journal of Marketing Vol. 68
(4): pp. 34-46, 2004.
 C..S Katsikeas, S. Samiee, and M. Theodousiou "Strategy fit and
performance consequences of international marketing standardization,"
Strategic Management Journal . Vol 27 (9), pp. 867-890, 2006.
 A. ├ûzsomer, A. Bodur, and S.T. Cavusgil "Marketing standardization
by multinationals in an emerging market," European Journal of
Marketing Vol. 25 (12),pp. 50-64, 1991.
 A.C. Perry "The evolution of the US. international trade intermediary in
the 1980s: a dynamic model," Journal of International Business
Studies. Vol 21 (1): 133-153, 1990.
 S.T. Cavusgil, and S. Zou "Marketing strategy- performance
relationship: an investigation of the empirical link in export market
ventures", Journal of Marketing, Vol. 58 (1), pp. 1-21, 1994.
 A. Shoham "Bounded rationality, planning, standardization of
international strategy, and export performance: a structural model
examination," Journal of International Marketing. Vol 7 (2), pp. 24-50,
 S. Samiee and K. Roth "The influence of global marketing
standardization on performance," Journal of Marketing Vol 56, pp. 1-
17, April 1992.
 R. Drazin, and A.H. Van de Ven "Alternative forms of fit in
contingency theory" Administrative Science Quarterly, Vol 30 (4), pp.
 G. Nakos, K.D. Brouthers, and L.E. Brouthers "The impact of firm and
managerial characteristics on small and medium-sized Greek firms'
export performance, Journal of Global Marketing Vol. 11 (4), pp. 23-
 M. De Luz. "Relationship between export strategy variables and export
performance for Brazil-based manufacturer" Journal of Global
Marketing, Vol. 7 (1), pp. 87-110, 1993.
 M. Theodosiou and L.C. Leonidou "Standardization versus adaptation
of international marketing strategy: an integrative assessment of the
empirical research, International Business Review Vol. 12 (2), pp. 141-
 J.L Johnson. and W. Arunthanes "Ideal and actual product adaptation in
U.S. exporting firms: market related determinants and impact on
performance," International Marketing Review Vol. 12 (3), pp. 31-46
 N. Venkatraman. "The Concept of Fit in Strategy Research: Toward
Verbal and Statistical Correspondence". Academy of Management
Review. Vol 14 (3), pp. 423-444, 1986.
 N. Venkatraman. and V. Ramanujam "Measurement of business
economic performance: an examination of method convergence,"
Journal of Management. Vol. 13 (1), pp.109-122, 1987.