Modelling the Effects of Firm-Specific and Environmental Characteristics on Export Marketing Performance

Aron O'cass, Craig Julian

Research output: Contribution to journalReview article

12 Citations (Scopus)

Abstract

This study examines potential influences of marketing mix strategy and export marketing performance at the individual product-market level. Data were gathered via a mail survey of exporters in a developing country. The results indicate that firm characteristics, product characteristics and environment characteristics (macro and micro) influence both export marketing mix strategy and export marketing performance. The results also indicate that marketing mix strategy has a significant influence on export marketing performance (economic and perceptual.

Original languageEnglish
Pages (from-to)53-74
Number of pages22
JournalJournal of Global Marketing
Volume16
Issue number3
DOIs
Publication statusPublished - 2003
Externally publishedYes

Keywords

  • Export marketing performance
  • Marketing mix strategy
  • Thailand

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