Clústers de países prioritarios para la exportación
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Publicado
18-12-2019
Pilar Cos Sánchez
Blanca Escardíbul Ferrá
Resumen
La importancia de la selección de mercados internacionales en las decisiones de la empresa es innegable, entretanto la literatura sobre la materia sigue siendo fragmentaria. Partiendo de las investigaciones previas, la perspectiva de este trabajo difiere de los modelos ya existentes, ofreciendo una metodología generalizable a partir de fuentes secundarias (Banco Mundial, OCDE, World Economic Forum, Hofstede Centre, Centre for the Practice of International Trade y Geobytes Database). A partir del análisis de una economía exportadora concreta se averigua si la selección de mercados, por parte de las empresas, podría estar asociada a los factores más comúnmente utilizados en la literatura y si ésta asociación puede dar lugar a una agrupación de países. Los resultados apuntan a la selección de mercados no exclusivamente por su distancia psicológica, sino también por otros criterios, que conllevan seleccionarlos independientemente a su idoneidad en una fase de evaluación preliminar. Así, este estudio sugiere que las empresas, adicionalmente, se sirven de otros factores y/o procesos, con una tendencia a dirigirse hacía procedimientos ad hoc en la selección de nuevos mercados. Esta metodología permite, a las empresas incluidas en la economía estudiada, conocer las características diferenciadoras de los mercados prioritarios y situarse dentro de este mapa global como comparativa al resto de empresas.
Cómo citar
Cos Sánchez, P., & Escardíbul Ferrá, B. (2019). Clústers de países prioritarios para la exportación. Cuadernos De Gestión, 19(1), 147–174. https://doi.org/10.5295/cdg.170733pc
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Keywords
Selección de mercados exteriores, marketing internacional, comercio internacional, empresas españolas
References
Alonso, J.A. y Donoso, V. 1998. Competir en el exterior: la empresa española y los mercados internacionales. Madrid: Instituto Español de Comercio Exterior
Andersen, O., y Buvik, A. 2002. Firms’ internationalization and alternative approaches to the international customer/market selection. International Business Review, 11, 347-363.
Aulakh, P.S., Kotabe, M. y Teegen, H. 2000. Export strategies and performance of firms from emerging economies: evidence from Brazil, Chile, and Mexico. Academy of Management Journal, 43 (3), 342-61.
Banco Mundial. 2015. World development indicators 2014. Disponible en: http://datos. bancomundial.org/indicador (Acceso Abril 2015).
Beamish, P.W., Craig, R., y Mclellan, K. 1993. The Performance Characteristics of Canadian Versus U.K. Exporters in Small and Medium Sized Firms. Management International Review, 33(2), 121-137.
Bodur, M. 1994. Foreign market indicators, structural resources and marketing strategies as determinants of export performance. Advances in International Marketing, 6, 183-205.
Brewer, P. 2001. International market selection: developing a model from Australian case studies. International Business Review, 10 (2), 155-174.
Brouthers, L.E. y Nakos, G. 2005. The role of systematic international market selection on small firms’ export performance. Journal of Small Business Management, 43 (4), 363-381.
Brouthers, L.E. y Nakos, G. 2005. The role of systematic international market selection on small firms’ export performance. Journal of Small Business Management, 43 (4), 363-381.
Brouthers, L.E., Mukhopadhyay, S., Wilkinson, T.J. y Brouthers, K.D. 2009. International market selection and subsidiary performance: a neural network approach. Journal of World Business, 44 (3), 262-273.
Brouthers, L.E., Nakos, G., Hadjimarcou, J. y Brouthers, K.D. 2009. Key factors for successful export performance for small firms. Journal of International Marketing, 17 (3), 21-38.
Buckley, P.J., Clegg, J., Cross, A., Liu, X., Voss, H. y Zheng, P. 2007. The determinants of Chinese outward foreign direct investment. Journal of International Business Studies, 38, 499-518.
Cavusgil, S.T., Kiyak, T. y Yeniyurt, S. 2004. Complementary approaches to preliminary foreign market assessment: country clustering and country ranking. Industrial Marketing Management, 33 (7), 607-617.
Centre for the Practice of International Trade. Melbourne Business School: Measures of Psychic Distance Stimuli 2010. Disponible en: https://sites.google.com/site/ddowresearch/home (Acceso Abril 2015).
Departamento de Aduanas de la Agencia Tributaria de España. 2015. Datos estadísticos de Comercio Exterior de España. Disponible en: http://datacomex.comercio.es y http://estacom.icex.es (Acceso Abril 2015).
Douglas, S. P. y Craig, C.S. 2011. The role of context in assessing international marketing opportunities. International Marketing Review, 28 (2), 150-162.
Dow, D. 2000. A note on psychic distance and export market selection. Journal of International Marketing, 8 (1), 51-64.
Dow, D. y Karunaratna, A. 2006. Developing a Multidimensional Instrument to Measure Psychic Distance Stimuli. Journal of International Business Studies, 37, 578-602.
Dow, D. y Larimo, J. 2011. Disentangling the Roles of International Experience and Distance in Establishment Mode Choice. Management International Review, 513, 321 –356.
Galván, I. 2003. La formación de la estrategia de mercados exteriores en el proceso de internacionalización de las empresas. Tesis, (Dr.). Universidad de las Palmas de Gran Canaria.
Gastón-Bretón, C. y Martín Martín, O. 2011. International Market Selection and Segmentation: A Two-Stage Model. International Marketing Review, 28 (3), 267-290.
Geobytes Database. Disponible en: http://geobytes.com/citydistancetool/ (Acceso Abril 2015).
Grimes, J.E. y Grimes, B.F. 1996. Ethnologue Language Family Index, Summer Institute of Linguistics. Dallas, TX.
He, X., Lin, Z. y Wei, Y. 2016. International market selection and export performance: a transaction cost analysis. European Journal of Marketing, 50 (5/6), 916-941.
Hofstede Centre, Dimension Data Matrix, 2010. Disponible en: http://geerthofstede.eu/dimension-data-matrix y https://geert-hofstede.com/national-culture.html (Acceso Abril 2015).
Hofstede, G., Hofstede, G.J. y Minkov, M. 2010. Cultures and Organizations. London:McGrawHill.
Johanson, J. y Vahlne, J. 1977. The internationalization process of the firm: a model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8 (1), 23-32.
Johanson, J., y Vahlne, J.E. 1990. The mechanism of internationalization. International Marketing Review, 7 (4), 11-24.
Johanson, J. y Wiedersheim-Paul, F. 1975. The internationalization of the firm: four Swedish cases. Journal of Management Studies, 12 (3), 305-322.
Katsikeas, C. y Leonidou, L. 1996. Export market expansion strategy: differences between market concentration and market spreading. Journal of Marketing Management, 12, 113-134.
Koch, A.J. 2001. Selecting overseas markets and entry modes: two decision processes or one? Marketing Intelligence & Planning, 19 (1), 65-75.
Kogut, B., y Singh, H. 1988. The Effect of Nacional Cultura on the Choice of Entry Mode. Journal of International Business Studies, 19, 411-432.
Lee, C.S. y Yang, S. 1990. Impact of export market expansion strategy on export performance. International Marketing Review, 7(4), 41-51.
Leonidou, L. C. 2000. Barriers to export management: an organizational and internationalization analysis. Journal of International Management, 62, 121-148.
Losada, F., Ruzo, E., Barreiro, J. M., y Navarro, A. 2007. Influencia de la estrategia de expansión internacional y de las características empresariales sobre el resultado exportado, Tribuna de Economía ICE, 837, 255-272.
Malhotra, S., Sivakumar, K. y Zhu, P.C. 2009. Distance factors and target market selection: the moderating effect of market potential. International Marketing Review, 26 (6), 651-673.
Martín Martín, O. y Papadopoulos, N. 2005. International market selection IMS: an analysis of the selection criteria used by firms. Proceedings of the 34th EMAC Conference, Milan.
Martín Martín, O. y Papadopoulos, N. 2007. Internationalization and performance: evidence from Spanish firms. Journal of Euromarketing, 16 (1/2), 87-103.
Navarro, A. 2002. Efecto de la estrategia de expansión exterior sobre el resultado exportador de la organización. Información Comercial Española, 802, 99-115.
Navarro-García, A., Arenas-Gaitán, J., y Rondán-Cataluña, F. J. 2014. External environment and the moderating role of export market orientation. Journal of Business Research, 67(5), 740-745.
Ojala, A. y Tyrvainen, P. 2007. Market entry and priority of small and medium-sized enterprises in the software industry: an empirical analysis of cultural distance. Geographic distance and size, Journal of International Marketing, 15 (3), 123-149.
Ojala, A. y Tyrväinen, P. 2008. Market entry decisions of US small and medium-sized software firms. Management Decision, 46 (2), 187-200.
Organización Mundial de Comercio OMC. 2015. Estadísticas de Comercio internacional 2013, disponible en https://www.wto.org (Acceso Abril, 2015).
Organización para la Cooperación y Desarrollo Económicos OCDE. 2015. Country Risk Assessment Model CRAM. Disponible en: http://www.oecd.org (Acceso Abril 2015).
Papadopoulos, N., Chen, H. y Thomas, D.R. 2002. Toward a tradeoff model for international market selection. International Business Review, 11 (2), 165-192.
Papadopoulos, N. y Denis, J.E. 1988. Inventory, taxonomy and assessment of methods for international market selection, International Marketing Review, 5 (3), 38-51.
Papadopoulos, N. y Jansen, D. 1994. Country and method-of-entry selection for nternational expansion: international distributive arrangements revisited. Dimensions of International Business, 11, 31-52.
Papadopoulos, N. y Martín Martín, O. 2010. Toward a model of the relationship between internationalization and export performance. International Business Review, 19 (4), 388-406.
Papadopoulos, N. y Martín Martín, O. 2011. International market selection and segmentation: perspectives and challenges. International Marketing Review, 28 (2), 132-149.
Powers, T. L., y Loyka, J. J. 2010. Adaptation of marketing mix elements in international markets. Journal of Global Marketing, 23 (1), 65–79.
Rothaermel, F., Kotha, S. y Steensma, K. 2006. International market entry by US internet firms: an empirical analysis of country risk, national culture, and market size. Journal of Management, 32 (1), 56-82.
Ruzo, E., Losada, F., Navarro, A., y Díez, J. A. 2011. Resources and international marketing strategy in export firms: Implications for export performance. Management Research Review, 34(5), 496-518.
Sakarya, S., Eckman, M. y Hyllegard, K. 2007. Market selection for international expansion; assessing opportunities in emerging markets. International Marketing Review, 24 (2), 208-238.
Shankarmahesh, M.N., Olsen, H.W. y Honeycutt, E.D. 2005. A dominant product‐dominant country framework of industrial export segmentation. Industrial Marketing Management, 34 (3), 203‐10.
Sheng, S. Y. y Mullen, M. R. 2011. A hybrid model for export market opportunity analysis. International Marketing Review, 28 (2), 163 – 182.
Slangen, A. y Van Tulder, R.J. 2009. Cultural distance, political risk, or governance quality? Towards a more accurate conceptualization and measurement of external uncertainty in foreign entry mode research. International Business Review, 183, 276 - 291.
Sousa, C. y Lages, L.F. 2011. The PD scale: a measure of psychic distance and its impact on international marketing strategy. International Marketing Review, 28 (2), 201-222.
Steenkamp, J.B.E.M. 2001. The role of national culture in international marketing research. International Marketing Review, 18 (1), 30-44.
Subdirección General de Análisis y Estrategia 2005. Metodología de la Secretaria de Estado de Turismo y Comercio para la selección de mercados prioritarios. Boletín Económico de ICE, 2836, 3-15.
Tihanyi, L., Griffith, D.A. and Russell, C.J. 2005. The effect of cultural distance on entry mode choice, international diversification, and MNE performance: a meta-analysis. Journal of International Business Studies, 36 (3), 270-283.
Werner, S. 2002. Recent developments in international management research: A review of 20 top management journals. Journal of Management, 28 (3), 277–305.
Whitelock, J. y Jobber, D. 2004. An evaluation of external factors in decision of UK industrial firms to enter a new non-domestic market: an exploratory study. European Journal of Marketing, 38 (11/12), 1437-1455.
World Economic Forum. 2015. The Global Competitiveness Report 2015-2014, Suiza.
Andersen, O., y Buvik, A. 2002. Firms’ internationalization and alternative approaches to the international customer/market selection. International Business Review, 11, 347-363.
Aulakh, P.S., Kotabe, M. y Teegen, H. 2000. Export strategies and performance of firms from emerging economies: evidence from Brazil, Chile, and Mexico. Academy of Management Journal, 43 (3), 342-61.
Banco Mundial. 2015. World development indicators 2014. Disponible en: http://datos. bancomundial.org/indicador (Acceso Abril 2015).
Beamish, P.W., Craig, R., y Mclellan, K. 1993. The Performance Characteristics of Canadian Versus U.K. Exporters in Small and Medium Sized Firms. Management International Review, 33(2), 121-137.
Bodur, M. 1994. Foreign market indicators, structural resources and marketing strategies as determinants of export performance. Advances in International Marketing, 6, 183-205.
Brewer, P. 2001. International market selection: developing a model from Australian case studies. International Business Review, 10 (2), 155-174.
Brouthers, L.E. y Nakos, G. 2005. The role of systematic international market selection on small firms’ export performance. Journal of Small Business Management, 43 (4), 363-381.
Brouthers, L.E. y Nakos, G. 2005. The role of systematic international market selection on small firms’ export performance. Journal of Small Business Management, 43 (4), 363-381.
Brouthers, L.E., Mukhopadhyay, S., Wilkinson, T.J. y Brouthers, K.D. 2009. International market selection and subsidiary performance: a neural network approach. Journal of World Business, 44 (3), 262-273.
Brouthers, L.E., Nakos, G., Hadjimarcou, J. y Brouthers, K.D. 2009. Key factors for successful export performance for small firms. Journal of International Marketing, 17 (3), 21-38.
Buckley, P.J., Clegg, J., Cross, A., Liu, X., Voss, H. y Zheng, P. 2007. The determinants of Chinese outward foreign direct investment. Journal of International Business Studies, 38, 499-518.
Cavusgil, S.T., Kiyak, T. y Yeniyurt, S. 2004. Complementary approaches to preliminary foreign market assessment: country clustering and country ranking. Industrial Marketing Management, 33 (7), 607-617.
Centre for the Practice of International Trade. Melbourne Business School: Measures of Psychic Distance Stimuli 2010. Disponible en: https://sites.google.com/site/ddowresearch/home (Acceso Abril 2015).
Departamento de Aduanas de la Agencia Tributaria de España. 2015. Datos estadísticos de Comercio Exterior de España. Disponible en: http://datacomex.comercio.es y http://estacom.icex.es (Acceso Abril 2015).
Douglas, S. P. y Craig, C.S. 2011. The role of context in assessing international marketing opportunities. International Marketing Review, 28 (2), 150-162.
Dow, D. 2000. A note on psychic distance and export market selection. Journal of International Marketing, 8 (1), 51-64.
Dow, D. y Karunaratna, A. 2006. Developing a Multidimensional Instrument to Measure Psychic Distance Stimuli. Journal of International Business Studies, 37, 578-602.
Dow, D. y Larimo, J. 2011. Disentangling the Roles of International Experience and Distance in Establishment Mode Choice. Management International Review, 513, 321 –356.
Galván, I. 2003. La formación de la estrategia de mercados exteriores en el proceso de internacionalización de las empresas. Tesis, (Dr.). Universidad de las Palmas de Gran Canaria.
Gastón-Bretón, C. y Martín Martín, O. 2011. International Market Selection and Segmentation: A Two-Stage Model. International Marketing Review, 28 (3), 267-290.
Geobytes Database. Disponible en: http://geobytes.com/citydistancetool/ (Acceso Abril 2015).
Grimes, J.E. y Grimes, B.F. 1996. Ethnologue Language Family Index, Summer Institute of Linguistics. Dallas, TX.
He, X., Lin, Z. y Wei, Y. 2016. International market selection and export performance: a transaction cost analysis. European Journal of Marketing, 50 (5/6), 916-941.
Hofstede Centre, Dimension Data Matrix, 2010. Disponible en: http://geerthofstede.eu/dimension-data-matrix y https://geert-hofstede.com/national-culture.html (Acceso Abril 2015).
Hofstede, G., Hofstede, G.J. y Minkov, M. 2010. Cultures and Organizations. London:McGrawHill.
Johanson, J. y Vahlne, J. 1977. The internationalization process of the firm: a model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8 (1), 23-32.
Johanson, J., y Vahlne, J.E. 1990. The mechanism of internationalization. International Marketing Review, 7 (4), 11-24.
Johanson, J. y Wiedersheim-Paul, F. 1975. The internationalization of the firm: four Swedish cases. Journal of Management Studies, 12 (3), 305-322.
Katsikeas, C. y Leonidou, L. 1996. Export market expansion strategy: differences between market concentration and market spreading. Journal of Marketing Management, 12, 113-134.
Koch, A.J. 2001. Selecting overseas markets and entry modes: two decision processes or one? Marketing Intelligence & Planning, 19 (1), 65-75.
Kogut, B., y Singh, H. 1988. The Effect of Nacional Cultura on the Choice of Entry Mode. Journal of International Business Studies, 19, 411-432.
Lee, C.S. y Yang, S. 1990. Impact of export market expansion strategy on export performance. International Marketing Review, 7(4), 41-51.
Leonidou, L. C. 2000. Barriers to export management: an organizational and internationalization analysis. Journal of International Management, 62, 121-148.
Losada, F., Ruzo, E., Barreiro, J. M., y Navarro, A. 2007. Influencia de la estrategia de expansión internacional y de las características empresariales sobre el resultado exportado, Tribuna de Economía ICE, 837, 255-272.
Malhotra, S., Sivakumar, K. y Zhu, P.C. 2009. Distance factors and target market selection: the moderating effect of market potential. International Marketing Review, 26 (6), 651-673.
Martín Martín, O. y Papadopoulos, N. 2005. International market selection IMS: an analysis of the selection criteria used by firms. Proceedings of the 34th EMAC Conference, Milan.
Martín Martín, O. y Papadopoulos, N. 2007. Internationalization and performance: evidence from Spanish firms. Journal of Euromarketing, 16 (1/2), 87-103.
Navarro, A. 2002. Efecto de la estrategia de expansión exterior sobre el resultado exportador de la organización. Información Comercial Española, 802, 99-115.
Navarro-García, A., Arenas-Gaitán, J., y Rondán-Cataluña, F. J. 2014. External environment and the moderating role of export market orientation. Journal of Business Research, 67(5), 740-745.
Ojala, A. y Tyrvainen, P. 2007. Market entry and priority of small and medium-sized enterprises in the software industry: an empirical analysis of cultural distance. Geographic distance and size, Journal of International Marketing, 15 (3), 123-149.
Ojala, A. y Tyrväinen, P. 2008. Market entry decisions of US small and medium-sized software firms. Management Decision, 46 (2), 187-200.
Organización Mundial de Comercio OMC. 2015. Estadísticas de Comercio internacional 2013, disponible en https://www.wto.org (Acceso Abril, 2015).
Organización para la Cooperación y Desarrollo Económicos OCDE. 2015. Country Risk Assessment Model CRAM. Disponible en: http://www.oecd.org (Acceso Abril 2015).
Papadopoulos, N., Chen, H. y Thomas, D.R. 2002. Toward a tradeoff model for international market selection. International Business Review, 11 (2), 165-192.
Papadopoulos, N. y Denis, J.E. 1988. Inventory, taxonomy and assessment of methods for international market selection, International Marketing Review, 5 (3), 38-51.
Papadopoulos, N. y Jansen, D. 1994. Country and method-of-entry selection for nternational expansion: international distributive arrangements revisited. Dimensions of International Business, 11, 31-52.
Papadopoulos, N. y Martín Martín, O. 2010. Toward a model of the relationship between internationalization and export performance. International Business Review, 19 (4), 388-406.
Papadopoulos, N. y Martín Martín, O. 2011. International market selection and segmentation: perspectives and challenges. International Marketing Review, 28 (2), 132-149.
Powers, T. L., y Loyka, J. J. 2010. Adaptation of marketing mix elements in international markets. Journal of Global Marketing, 23 (1), 65–79.
Rothaermel, F., Kotha, S. y Steensma, K. 2006. International market entry by US internet firms: an empirical analysis of country risk, national culture, and market size. Journal of Management, 32 (1), 56-82.
Ruzo, E., Losada, F., Navarro, A., y Díez, J. A. 2011. Resources and international marketing strategy in export firms: Implications for export performance. Management Research Review, 34(5), 496-518.
Sakarya, S., Eckman, M. y Hyllegard, K. 2007. Market selection for international expansion; assessing opportunities in emerging markets. International Marketing Review, 24 (2), 208-238.
Shankarmahesh, M.N., Olsen, H.W. y Honeycutt, E.D. 2005. A dominant product‐dominant country framework of industrial export segmentation. Industrial Marketing Management, 34 (3), 203‐10.
Sheng, S. Y. y Mullen, M. R. 2011. A hybrid model for export market opportunity analysis. International Marketing Review, 28 (2), 163 – 182.
Slangen, A. y Van Tulder, R.J. 2009. Cultural distance, political risk, or governance quality? Towards a more accurate conceptualization and measurement of external uncertainty in foreign entry mode research. International Business Review, 183, 276 - 291.
Sousa, C. y Lages, L.F. 2011. The PD scale: a measure of psychic distance and its impact on international marketing strategy. International Marketing Review, 28 (2), 201-222.
Steenkamp, J.B.E.M. 2001. The role of national culture in international marketing research. International Marketing Review, 18 (1), 30-44.
Subdirección General de Análisis y Estrategia 2005. Metodología de la Secretaria de Estado de Turismo y Comercio para la selección de mercados prioritarios. Boletín Económico de ICE, 2836, 3-15.
Tihanyi, L., Griffith, D.A. and Russell, C.J. 2005. The effect of cultural distance on entry mode choice, international diversification, and MNE performance: a meta-analysis. Journal of International Business Studies, 36 (3), 270-283.
Werner, S. 2002. Recent developments in international management research: A review of 20 top management journals. Journal of Management, 28 (3), 277–305.
Whitelock, J. y Jobber, D. 2004. An evaluation of external factors in decision of UK industrial firms to enter a new non-domestic market: an exploratory study. European Journal of Marketing, 38 (11/12), 1437-1455.
World Economic Forum. 2015. The Global Competitiveness Report 2015-2014, Suiza.
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