Export marketing behaviour of resource-based firms in Malaysia
This article is concerned with the export market strategy adopted by manufacturers-exporters in resource-based industries. The characteristics, export performance and marketing strengths of firms adopting a market concentration srtrategy versus firms adopting a market diversification strategy are in...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Utara Malaysia
1997
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/867/1/Osman__Mohamad.pdf http://repo.uum.edu.my/867/ http://mmj.uum.edu.my |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | This article is concerned with the export market strategy adopted by manufacturers-exporters in resource-based industries. The characteristics, export performance and marketing strengths of firms adopting a market concentration srtrategy versus firms adopting a market diversification strategy are investigated. The results show that firms adopting a diversification strategy are larger, have more export experience and higher percentage of foreign equity participation, and achieved better export performance compared to firms adopting a market concentration strategy. The former also exhibits greater commitment to exporting and are significantly different from the latter as regards to sources of marketing competitive strengths. |
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