Shneor, Rotem, and Kalanit Efrat. “The Influence of Market Intelligence and Marketing Mix Adaptation Efforts on the Performance of Israeli Born Globals.” In Handbook of Research on International Entrepreneurship Strategy. Improving SME Performance Globally (ed. Pervez N. Ghauri and V. H. Manek Kirpalani; Cheltenham, UK and Northampton, MA: Elgar, 2015): 45ff.
The chapter first provides an overview of studies at the intersection of BG internationalization, international marketing and firm performance. This is further extended to the standardization-localization dilemma in particular, and concludes with a list of hypotheses linking localization of marketing mix elements and BG performance. Next, methodology and analysis are presented, and findings are highlighted. Finally, the chapter will conclude with revisiting the main insights emerging from the study, as well as suggested implications for research and practice.