International Journal of Business, Management and Commerce (IJBMC)

What can small and medium size firms (SMFs) do to improve their export performance? In this study, a strategy is identified that SMFs may use when exporting products to new international markets. In particular, SMFs that adapt the visible peripheral attributes of their products to comply to host market norms are hypothesized to experience higher levels of export performance than those that adapt the physical product or use some other strategy. Empirical support was found for the proposed peripheral product strategy identified in this study using a sample of small and medium size U.S., Chinese, and Romanian exporters. The results also suggest that this strategy works for both small and medium size emerging market and developed market firms. Managerial implications and findings are discussed.