Export marketing behaviour of resource-based firms in Malaysia

• Main Authors: Mohamad, Osman, Wheeler, Colin N.
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 1997
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/867/1/Osman__Mohamad.pdf; http://repo.uum.edu.my/867/; http://mmj.uum.edu.my
• Institution: Universiti Utara 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 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.