Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters

Title: Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters
Creator: O'Cass, Aron; Craig, Julian
Relation: Euopean Journal of Marketing Vol. 37, Issue 3-4, p. 366-384
Publisher Link: http://dx.doi.org/10.1108/03090560310459005
Publisher: Emerald Publishing
Resource Type: journal article
Date: 2003
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.
Subject: export; marketing; performance; marketing mix; strategy; Australia
Identifier: uon:6380
Identifier: http://hdl.handle.net/1959.13/803394
Identifier: ISSN:0309-0566
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