The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based on the principles of strategy-environment co-alignment and marketing segmentation theory. Findings suggest that when focusing on developing country markets, the use of a branding strategy is more likely to enhance export performance. When focusing on developed country markets, neither the use of a price leadership strategy nor the use of a branding strategy enhances export performance. Finally, theoretical and managerial implications of the findings are discussed.
Chen Xi1 Hu Zuohao1 Zhao Ping1 Song Hua2(1 School of Economics and Management, Tsinghua University, Beijing 100084, China)(2 School of Business, Renmin University of China, Beijing 100872,China)
