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A resource-based approach to the study of export marketing from Australia
by Craig C. Julian
International Journal of Trade and Global Markets (IJTGM), Vol. 6, No. 2, 2013

 

Abstract: This study examines the empirical links between industry structure, strategy, marketing capabilities and performance in Australian export ventures. Data were gathered via a self-administered mail survey directed to the Chief Executive Officer of 1853 export market ventures. The sample came from a wide cross-section of industries and was provided by a government department. The findings indicate that as far as industry structure was concerned, the power of buyers and the threat of new entrants as well as marketing capabilities and whether or not the firm pursued a product innovation, premium quality, corporate image or niche strategy all had a significant impact on export marketing performance.

Online publication date: Sat, 30-Mar-2013

 

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