Export Marketing Performance: A Study of Thailand Firms

Abstract

This study identifies the statistically significant predictors of export marketing performance for Thai export firms. The export performance scale developed by Cavusgil and Zou (1994) is refined and tested in Thailand. A set of potential determinants of export marketing performance is considered and the unit of analysis is the individual product-market export venture. The data for this study were collected from a mail questionnaire survey of 1,000 Thai export firms in Thailand. The sample consisted of 151 small to medium sized enterprises (SMEs). The results support the contention that competition, commitment, export market characteristics and product characteristics are the statistically significant predictors of export marketing performance for Thai export firms.2

The empirical link between entry mode selection and barriers to internationalisation

“…The reason being is that when these conditions are prevalent they will necessitate the need for the firm to have a partner that has a reliable distribution network, local manufacturing and local market knowledge. Otherwise distribution and successful market penetration will be next to impossible and many studies have already identified the importance of distribution access for international marketing success (Julian, 2003;Karakaya, 1993;Makino & Delios, 1996).…”

“…Venture management characteristics as a barrier to internationalization includes such issues as managerial indifference towards the value of internationalization, management emphasis on developing domestic markets, insufficient personnel to manage international trade activity and a lack of capacity for international expansion (Julian, 2003). As far as having insufficient personnel to manage international trade activity is concerned, the international business literature suggests that small firms have a general problem with inadequate expertise and skills at managerial, supervisory and production employees level (Holmund & Kock, 1998).…”

International Joint Venture (IJV) marketing performance: alternative approaches to performance measurement

“…However, this study has developed an objective measure of IJV marketing performance that is highly correlated with a subjective measure of marketing performance. Thereby, leading to the conclusion that the objective measure developed for this study could be used by other researchers interested in examining IJV and other market entry mode's marketing performance (see Julian, 2003).…”

Yerel Tekstil ve Hazır Giyim İşletmelerinin Orijinal Marka Üretim Düzeyi ve İhracat Performanslarında Orijinal Tasarım Üretiminin Rolü: Çorum Tekstil Sektörü'deki İşletmelere Yönelik Bir Uygulama

“…İşletmelerin uluslararası pazarlara açılmaları, bu pazarlarda başarılı olmaları ve başarılarının sürdürülebilirliği ihracat performans düzeylerine bağlı olabilecektir. İhracat performansı, literatürde yer alan pek çok çalışmada (Fenwick, Amine, 1979;Bilkey, 1982;Madsen, 1989;Walters, Samiee, 1990;Kaynak, Kuan, 1993;De Luz, 1993;Okoroafo, Russow, 1993;Çavuşgil, Zou, 1994;Naidu, Prasad, 1994;Thirkell, Dau, 1998;Hoang, 1998;Katsikeas vd., 2000;Shoham, 2000;Baldauf vd., 2000;Robertson, Chetty, 2000;Jullian, 2003) belirlenmiş objektif ve subjektif ölçüm kriterleri ile ölçülebilmektedir. Objektif ölçüm kriterleri sayısal veriler ile ifade edilir ve ihracat oranı, ihracat kârları, ihracat satışları gibi finansal ölçüm kriterlerini içerir (Jullian, 2003: 213-215).…”