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

O. Mohamad, Colin Wheeler

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)18-27
Number of pages10
JournalMalaysia Management Review
Volume31
Issue number2
Publication statusPublished - 1996

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