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Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters

Aron O'Cass (School of Business, The University of Newcastle, Newcastle, New South Wales, Australia)
Craig Julian (Faculty of Commerce, The University of Adelaide, Adelaide, South Australia, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 2003

11013

Abstract

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.

Keywords

Citation

O'Cass, A. and Julian, C. (2003), "Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters", European Journal of Marketing, Vol. 37 No. 3/4, pp. 366-384. https://doi.org/10.1108/03090560310459005

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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