Discriminant analysis of antecedents of performance in international marketing: a study of Australian exporting companies

This article examines the empirical link in export market ventures of the relationship between product adaptation, promotional support, foreign market objectives, firm characteristics, distribution access, government policy, marketing orientation and export marketing performance. The study was based on an empirical investigation of firms involved in exporting to foreign countries from Australia. The sample consisted of 304 Australian firms coming from a wide cross-section of industries. Data were gathered via a self-administered mail survey of Australian exporters. The findings indicate that all eight variables, with marketing orientation being divided into internal and external marketing orientation, were significant in discriminating between high and low export marketing performance.