The marketing strategyperformance relationship in an exportdriven developing economy Academic Article

abstract

• The relationship between export marketing strategies and export performance is examined in Korea under the strategyenvironmental coalignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses. Results indicate that the adaptation of products to foreign customers tastes, adjustment of export prices to foreign market conditions, direct exporting, and trade promotions toward overseas distributors positively influence the performance of Korea exporters. Expenditure on overseas advertising was not found to influence export performance. Implications for marketing practitioners and academics are addressed.

authors

• Griffith, David

published proceedings

• International Marketing Review

author list (cited authors)

• Lee, C., & Griffith, D. A.

citation count

• 62

complete list of authors

• Lee, Chol||Griffith, David A

publication date

• June 2004

publisher

• Emerald  Publisher

published in

• International Marketing Review  Journal

Digital Object Identifier (DOI)

• 10.1108/02651330410539648

start page

• 321

end page

• 334

volume

• 21

issue

• 3

URL

• http://dx.doi.org/10.1108/02651330410539648