A resource-based approach to the study of export marketing from Australia Online publication date: Mon, 29-Sep-2014
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: Mon, 29-Sep-2014
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Trade and Global Markets (IJTGM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com