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

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.

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