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• W1997123631 endingPage "170" @default.
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• W1997123631 abstract "This paper investigates the effect of product adaptation on performance of exporters in Thailand. It focuses on an issue that has not been addressed in past research: Does market orientation moderate the relationship between product adaptation strategy and performance? Results indicate that product design adaptation strategy was positively associated with performance; furthermore, paradoxically, the relationship between product adaptation and performance was stronger for firms that had lower levels of market orientation, though it was firms with larger market orientation that had an overall higher level of product adaptation and performance." @default.
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• W1997123631 date "2010-04-01" @default.
• W1997123631 modified "2023-09-26" @default.
• W1997123631 title "The Effect of Product Adaptation and Market Orientation on Export Performance: A Survey of Thai Managers" @default.
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• W1997123631 doi "https://doi.org/10.2753/mtp1069-6679180204" @default.
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