Factors that distinguish proactive versus reactive exporters: decisions by export firms in a developing country
Article
Article Title | Factors that distinguish proactive versus reactive exporters: decisions by export firms in a developing country |
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ERA Journal ID | 19816 |
Article Category | Article |
Authors | Sibanda, Khutula (Author), Erwee, Ronel (Author) and Ng, Eric (Author) |
Journal Title | Journal of Global Marketing |
Journal Citation | 24 (1), pp. 69-84 |
Number of Pages | 16 |
Year | 2011 |
Place of Publication | Philadelphia, PA. United States |
ISSN | 0891-1762 |
1528-6975 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/08911762.2011.545722 |
Abstract | This study explored factors that distinguish pro-active versus reactive export marketing strategies of Zimbabwean export companies. It identified key variables that contributed most to the discrimination between pro-active firms with high levels of adaptation of export marketing strategy against reactive exporters 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. The overseas experience of management and strategic orientation of the company, cultural values and legislation were found as key variables that discriminated between reactive exporting firms using low adaptation of export marketing strategy from those pro-active exporters with high adaptations. |
Keywords | international marketing; marketing strategy; strategy adaptation; Zimbabwe |
ANZSRC Field of Research 2020 | 350706. International business |
440499. Development studies not elsewhere classified | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/q03v4/factors-that-distinguish-proactive-versus-reactive-exporters-decisions-by-export-firms-in-a-developing-country
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