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The marketing strategy‐performance relationship in an export‐driven developing economy: A Korean illustration

Chol Lee (College of Business Administration, Sogang University, Seoul, Korea)
David A. Griffith (The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 June 2004

Abstract

The relationship between export marketing strategies and export performance is examined in Korea under the strategy‐environmental co‐alignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses. Results indicate that the adaptation of products to foreign customers’ tastes, adjustment of export prices to foreign market conditions, direct exporting, and trade promotions toward overseas distributors positively influence the performance of Korea exporters. Expenditure on overseas advertising was not found to influence export performance. Implications for marketing practitioners and academics are addressed.

Keywords

Citation

Lee, C. and Griffith, D.A. (2004), "The marketing strategy‐performance relationship in an export‐driven developing economy: A Korean illustration", International Marketing Review, Vol. 21 No. 3, pp. 321-334. https://doi.org/10.1108/02651330410539648

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited