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Export marketing behaviour of resource-based firms in Malaysia

Mohamad, Osman and Wheeler, Colin N. (1997) Export marketing behaviour of resource-based firms in Malaysia. Malaysian Management Journal, 2 (2). pp. 13-23. ISSN 0128-6226

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This article is concerned with the export market strategy adopted by manufacturers-exporters in resource-based industries. The characteristics, export performance and marketing strengths of firms adopting a market concentration srtrategy versus firms adopting a market diversification strategy are investigated. The results show that firms adopting a diversification strategy are larger, have more export experience and higher percentage of foreign equity participation, and achieved better export performance compared to firms adopting a market concentration strategy. The former also exhibits greater commitment to exporting and are significantly different from the latter as regards to sources of marketing competitive strengths.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 03 Oct 2010 01:43
Last Modified: 28 Jun 2015 02:21

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