Export market strategy, marketing strengths and export performance: empirical evidence from Malaysia

This article is concerned with export market strategy adopted by manufacturers-exporters operating in Malaysia. The characteristics, export performance and marketing strengths of firms adopting a market concentration strategy versus firms adopting a market diversification strategy are investigated. The results show that firms adopting a market diversification strategy are larger, have more export experience and achieved better export performance compared to firms adopting a market concentration strategy. The former also exhibit greater commitment to exporting and are significantly different from the latter on sources of marketing competitive strengths.