The marketing strategy‐performance relationship in an export‐driven developing economy Academic Article uri icon


  • The relationship between export marketing strategies and export performance is examined in Korea under the strategy‐environmental co‐alignment 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.

published proceedings

  • International Marketing Review

author list (cited authors)

  • Lee, C., & Griffith, D. A.

citation count

  • 61

complete list of authors

  • Lee, Chol||Griffith, David A

publication date

  • June 2004