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An Inquiry into Successful Exporting

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1991

2443

Abstract

Why are some companies successful in exporting, while others realise only modest results? A study of 165 small and medium‐sized firms in The Netherlands was undertaken in an attempt to explain differences in export success between exporting companies. The results show that the most important universal success factors are: unique products, good communication and personal contact, focus strategy, positive attitude and commitment towards exporting and foreign countries, market knowledge and effective use of distribution channels. Conclusions indicate that much more research is needed into situational determinants of export success.

Keywords

Citation

Louter, P.J., Ouwerkerk, C. and Bakker, B.A. (1991), "An Inquiry into Successful Exporting", European Journal of Marketing, Vol. 25 No. 6, pp. 7-23. https://doi.org/10.1108/03090569110001429

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited

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