Two questions are addressed by examining large Taiwanese firms: (1) What is the current nature of Taiwanese firms exporting industrial goods to Europe? and (2) How do Taiwanese exporters promote their industrial products in Europe? The empirical results show that exporters tend to have more employees and tend to be in business for a shorter period of time than non‐exporters. Exporting firms prefer to adopt a personalised approach to developing European business and prefer to export to countries with large market size and positive country image. In terms of promotional activities, Taiwanese exporters use international personal selling and sales promotion more frequently than international advertising and publicity.
Tseng, J. and Yu, C.J. (1991), "Export of Industrial Goods to Europe: The Case of Large Taiwanese Firms", European Journal of Marketing, Vol. 25 No. 9, pp. 51-63. https://doi.org/10.1108/EUM0000000000624
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