This study examines the empirical links between industry structure, strategy, marketing capabilities and performance in Australian export ventures. Data were gathered via a self-administered mail survey directed to the Chief Executive Officer of 1853 export market ventures. The sample came from a wide cross section of industries and was provided by a government department. The findings indicate that as far as industry structure was concerned, the number of buyers as well as marketing capabilities and whether or not the firm pursued a product innovation or niche strategy all had a significant impact on export marketing performance.
Conference proceeding
The relationship between industry structure, marketing capabilities, strategy and performance: the empirical link in export ventures
Clute Institute International Academic Conference, pp.63-72
Clute Institute International Academic Conference (Las Vegas, Nevada, 10-12 October)
2011
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Abstract
Details
- Title
- The relationship between industry structure, marketing capabilities, strategy and performance: the empirical link in export ventures
- Creators
- Craig C Julian - Southern Cross University
- Publication Details
- Clute Institute International Academic Conference, pp.63-72
- Conference
- Clute Institute International Academic Conference (Las Vegas, Nevada, 10-12 October)
- Publisher
- Clute Institute for Academic Research; Littleton, Colorado
- Number of pages
- 63-72
- Identifiers
- 1477; 991012821492102368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference proceeding