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Reviews and synthesizes the literature addressing the concept of strategic orientation and examines the relationship between strategic orientation and export success. Uses survey data from experienced export managers to test the relationship between proactive and reactive strategic orientations and success in exporting empirically. Key dimensions of a proactive strategic orientation are found to be significantly correlated with export success.

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Reports the results of a study of experienced exporters and their perceived importance of various types of foreign market information relevant to target market selection. In general, findings indicate that information related to market potential is most highly valued, and information related to culture is rated least important. Differences in perceived importance ratings across types of industry, country of destination, and type of export transaction are examined and implications for exporters, export facilitators, and government agencies are presented.

The relationship between advertising and sales revenues has been the focus of numerous empirical and conceptual studies. Guided by past empirical works and using calculated values, the authors examine the implications of three advertising-to-sales response functions. The research findings are discussed in terms of advertising budgeting and future research on advertising effects. Noting four qualifications to their findings, the authors suggest that, within the bounds of the normative models and specific parameters examined, overadvertising could cost very little in foregone profit and may result in appreciable sales gains.