TY  - JOUR
AB  - 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.
VL  - 9
IS  - 2
SN  - 0265-1335
DO  - 10.1108/02651339210012456
UR  - https://doi.org/10.1108/02651339210012456
AU  - Kraft Frederic B.
AU  - Chung Kae H.
PY  - 1992
Y1  - 1992/01/01
TI  - Korean Importer Perceptions of US and Japanese Industrial
Goods Exporters
T2  - International Marketing Review
PB  - MCB UP Ltd
Y2  - 2024/04/25
ER  -