Successful Export Marketing Management: Some Empirical Evidence

Abstract

This article shows the main results of a survey of 134 export activities in manufacturing firms in Denmark. It analyses the association between export performance on the one hand and export marketing policy, firm characteristics and market characteristics on the other hand. Bivariate and multivariate analyses are performed with the purpose of identifying critical export marketing success factors. Links to previous research are discussed and implications for export marketing management considered. The article concludes by discussing future research on successful export marketing management.

International new ventures as “small multinationals”: The importance of marketing capabilities

“…The use of subjective measures therefore appears to be advantageous because data is easier to collect (Shoham, 1998). Furthermore, management assessments of a firm's performance appear to be guided more by their subjective perceptions than by objective measures (Madsen, 1989). These arguments would seem to support the adoption of subjective measures to assess international performance.…”

Yerel Tekstil ve Hazır Giyim İşletmelerinin Orijinal Marka Üretim Düzeyi ve İhracat Performanslarında Orijinal Tasarım Üretiminin Rolü: Çorum Tekstil Sektörü'deki İşletmelere Yönelik Bir Uygulama

“…İşletmelerin uluslararası pazarlara açılmaları, bu pazarlarda başarılı olmaları ve başarılarının sürdürülebilirliği ihracat performans düzeylerine bağlı olabilecektir. İhracat performansı, literatürde yer alan pek çok çalışmada (Fenwick, Amine, 1979;Bilkey, 1982;Madsen, 1989;Walters, Samiee, 1990;Kaynak, Kuan, 1993;De Luz, 1993;Okoroafo, Russow, 1993;Çavuşgil, Zou, 1994;Naidu, Prasad, 1994;Thirkell, Dau, 1998;Hoang, 1998;Katsikeas vd., 2000;Shoham, 2000;Baldauf vd., 2000;Robertson, Chetty, 2000;Jullian, 2003) belirlenmiş objektif ve subjektif ölçüm kriterleri ile ölçülebilmektedir. Objektif ölçüm kriterleri sayısal veriler ile ifade edilir ve ihracat oranı, ihracat kârları, ihracat satışları gibi finansal ölçüm kriterlerini içerir (Jullian, 2003: 213-215).…”

Business Environment Factors, Incoterms Selection and Export Performance

“…In the years that followed, many studies focusing primarily on export performance indicators or their determinants were published. Given the complexity of this field of research with its frequently contradictory results (e.g., Zou & Stan, 1998;Katsikeas et al, 2000;Ali, 2004), several authors have worked to synthesize and classify the publications in this domain: Madsen (1989); Aaby & Slater (1989); Chetty et Hamilton (1993); Zou & Stan (1998) and Katsikeas et al (2000).…”