The first export order: a marketing innovation
Kenneth Simmonds
(Manchester Business School, Manchester, UK)
Helen Smith
(Manchester Business School, Manchester, UK)
1169
Abstract
Surveys nine relatively new exporters with a view to defining their motivation and characteristics in relation to their first export orders. Suggests that the characteristics of these innovators/initiators of exporting are similar to those of innovators in other situations. Reveals that those who are likely to start exporting are those who have little loyalty to the UK marketing area. Underlines the importance of change agents in initiating the innovation.
Keywords
Citation
Simmonds, K. and Smith, H. (1968), "The first export order: a marketing innovation", European Journal of Marketing, Vol. 2 No. 2, pp. 93-100. https://doi.org/10.1108/EUM0000000005244
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited