US firms must improve their ability to respond to Japanese competition when marketing in Asian markets such as Korea. Previous studies of import purchasing have focused primarily on foreign buyers′ perceptions of exporting countries′ products and associated marketing mix components. Examines the relative importance of these product offer variables in conjunction with a set of non‐marketing‐mix‐related exporter characteristic variables in import purchasing decisions. An examination of the perceptions and purchasing activities of 190 members of the Korean Foreign Trade Association demonstrated the importance of exporter characteristic variables in explaining import purchasing decisions. US exporters′ weaknesses in cultural awareness, negotiation style and reputation, indicate possible directions for efforts in improving marketing relationships.
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