Generic business strategies of Greek exporting firms

The primary aim of this study is to explore the strategy-export performance link by adapting Porter's (1980) classification scheme to an export context. Using a sample of 79 exporting firms established in Greece, this study employs a multiple linear regression model to examine the direct effect of generic business strategies on export sales intensity. The findings reveal that a differentiation strategy is an important contributor to export sales intensity for Greek manufacturing firms competing in the international arena. Given the negative effect of this strategic choice, recommendations for adapting the characteristics of differentiation have to be qualified. Obviously, when competing abroad, such an adaptation may require a thorough and systematic examination of the products or related services that are perceived to be sufficiently unique or valuable for customers to justify paying premium prices.