Abstract
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 strategy 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.
| Original language | English |
|---|---|
| Pages (from-to) | 13-23 |
| Number of pages | 11 |
| Journal | Malaysian Management Journal |
| Volume | 2 |
| Issue number | 2 |
| Publication status | Published - 1997 |