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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/803394

Title: Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters
Author/Creator: O'Cass, Aron; Craig, Julian
Institution: The University of Newcastle. Faculty of Business & Law, Newcastle Business School
Description: This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.
Relation: Euopean Journal of Marketing Vol. 37, Issue 3-4, p. 366-384
Publisher Link: http://dx.doi.org/10.1108/03090560310459005
Date: 2003
Publisher: Emerald Publishing
Keyword(s): export; marketing; performance; marketing mix; strategy; Australia
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.13/803394
Identifier: ISSN:0309-0566

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