Authors: Craig C. Julian
Addresses: Southern Cross Business School, Faculty of Business and Law, Southern Cross University, Locked Bag 4, Coolangatta, Australia
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.
Keywords: industry structure; marketing capabilities; strategy; firm performance; resource-based view; RBV; export marketing; exporting; Australia; export ventures; product innovation; premium quality; corporate image; niche strategy.
International Journal of Trade and Global Markets, 2013 Vol.6 No.2, pp.141 - 157
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 30 Mar 2013 *