TY  - CHAP
AB  - Abstract This study examines the influence of marketing strategies on export ventures undertaken by micro and small enterprises (MSEs) established in emerging countries and in Brazil specifically. We aim to determine whether a direct relationship exists between marketing strategies and internationalization performance results and to evaluate the influence of entrepreneurial marketing (EM) on export marketing strategy (EMS) and performance. A conceptual model based on the work of Cavusgil and Zou (1994) is developed and used to analyze MSE characteristics (firm and products), EMS, EM, and export marketing performance. An empirical survey was conducted on 173 Brazilian MSEs across various sectors, and data analysis was performed using structural equation modeling. The results highlight the importance of marketing activities in shaping MSE export performance, mainly by adapting prices to targeted markets, thereby improving product competitiveness. The study also emphasizes the importance of company international competence (expertise) and EM as influencers of export performance. The study contributes to the field through its application of the EM construct, by adapting the conceptual MSE model and by filling empirical gaps knowledge. The results will guide MSE management strategies that will be critical to the Brazilian economy and to other emerging countries.
VL  - 25
SN  - 978-1-78441-448-1, 978-1-78441-447-4/1474-7979
DO  - 10.1108/S1474-797920140000025006
UR  - https://doi.org/10.1108/S1474-797920140000025006
AU  - Cunha Reynaldo Dannecker
AU  - Rocha Thelma Valeria
PY  - 2015
Y1  - 2015/01/01
TI  - Export Marketing Strategy and Performance among Micro and Small Brazilian Enterprises
T2  - Entrepreneurship in International Marketing
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 129
EP  - 159
Y2  - 2024/05/01
ER  -