Adaptation of export marketing strategy in Zimbabwean export firms
Paper
Paper/Presentation Title | Adaptation of export marketing strategy in Zimbabwean export firms |
---|---|
Presentation Type | Paper |
Authors | Sibanda, Khutula (Author), Erwee, Ronel (Author) and Ng, Eric (Author) |
Editors | Beaumont, Nicholas |
Journal or Proceedings Title | Proceedings of the 23rd Australian and New Zealand Academy of Management Conference (ANZAM 2009) |
ERA Conference ID | 76593 |
Number of Pages | 14 |
Year | 2009 |
Place of Publication | Melbourne, Australia |
ISBN | 1863081593 |
Web Address (URL) of Paper | http://www.anzam.org |
Conference/Event | ANZAM 2009: Sustainable Management and Marketing |
Australian and New Zealand Academy of Management Conference | |
Event Details | Australian and New Zealand Academy of Management Conference ANZAM Rank C C C C C |
Event Details | ANZAM 2009: Sustainable Management and Marketing Event Date 01 to end of 04 Dec 2009 Event Location Melbourne, Australia |
Abstract | This study explored how the adaptation of export marketing strategy manifests in Zimbabwean export companies. It identified key variables that contributed most to the discrimination between firms with high levels of adaptation of export marketing strategy against ones with low levels of adaptation of export marketing strategy. Data was collected through a structured multi-item questionnaire involving a randomly selected sample of 105 exporting organizations. Discriminant analysis was used to identify the key discriminating variables. Exporters with high levels of adaptation of export marketing strategy differed significantly from those with low levels of adaptation of export marketing strategy. The overseas experience of management and strategic orientation of the company, cultural values and legislation was found as a key variable that discriminated between exporting firms using low adaptation of export marketing strategy from those with high adaptations. |
Keywords | international marketing; marketing strategy; strategy adaptation; Zimbabwe |
ANZSRC Field of Research 2020 | 350706. International business |
350605. Marketing management (incl. strategy and customer relations) | |
470104. International and development communication | |
Public Notes | Copyright 2009 The Author. |
Byline Affiliations | No affiliation |
School of Management and Marketing |
https://research.usq.edu.au/item/9z5y8/adaptation-of-export-marketing-strategy-in-zimbabwean-export-firms
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