Investigates export marketing performance and internationalisation strategies of Central American firms engaged in non‐traditional exports to developed countries. A five‐country survey of Central American firms identified three patterns of export performance. Each performance pattern is associated with distinct marketing strategies and organisational characteristics. The evidence is consistent with the notion of a stage‐wise internationalisation process. The discussion points out how the transition from low‐price and cost‐oriented exporting to differentiated marketing poses hurdles which many currently successful exporters have yet to overcome.
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