The effect of adaptation strategies applied in international markets on export performance: A research on the regulatory role of market entry strategies

With globalization and the spread of mass media, today's businesses are getting easier to enter international markets, and it is getting harder and harder to maintain their continuity in international markets due to the increase in competition. The main purpose of the study conducted in this perspective is to determine the regulatory role of market entry strategies in the effect of adaptation strategies applied in international markets on export performance. Data were collected by using the hypotheses created for the purpose of the study, the scales with proven validity and reliability, and a survey study applied to 400 companies with convenience sampling from 945 carpet companies operating in Gaziantep and registered to the Southeastern Anatolia Exporters' Association. As a result of the analysis, a very strong positive relationship between export performance and product adaptation; a moderately positive relationship between price adaptation; a very strong positive relationship between promotion adaptation; It was determined that there was a positive moderate relationship between distribution adaptation. At the same time, it has been determined that entry strategies have a regulatory role in the effect of price adaptation on export performance, while entry strategies do not have a regulatory role in the effect of product, promotion and distribution adaptation on export performance.