Impact of Export Market Expansion Strategy on Export Performance

Source: European Journal of Marketing, Volume 25, Number 10, 1991 , pp. 29-39(11)

Publisher: Emerald Group Publishing Limited

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Abstract:

This empirical study investigates the relationship between the choice of an export market expansion strategy and the subsequent performance of exporting firms. Multiple measures of export performance were compared across three groups of firms following different export market expansion strategies: export market concentration, concentric diversification, and diversification strategies. A sample of 52 small and medium-sized US high technology manufacturers showed significant differences among three strategic groups in export level and growth measures, but no significant differences in export profitability measures were found.

Keywords: Export; High technology; Marketing opportunity; Marketing planning; Strategy; USA

Document Type: Research article

DOI: 10.1108/EUM0000000000625

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