Relationships among Organisational Characteristics, Marketing Strategy and Export Performance

Abstract

The relationships between organisational characteristics, export marketing strategy, and export performance are examined. Based on a nationwide survey of United States exporting firms, it is shown that exporters who are committed to exporting and are formally trained in international business tend to sell directly to final end‐users, utilise their own export department, and charge higher prices for products exported than for sales in the domestic market. In turn, such exporters tend to perform better financially.

Citation

Koh, A.C. (1991), "Relationships among Organisational Characteristics, Marketing Strategy and Export Performance", International Marketing Review, Vol. 8 No. 3. https://doi.org/10.1108/02651339110004906