MARKETING STRATEGY-PERFORMANCE RELATIONSHIP - AN INVESTIGATION OF THEEMPIRICAL LINK IN EXPORT MARKET VENTURES

The relationship between marketing strategy and performance has been w ell documented in the domestic marketing context. However, empirical w ork in the context of export marketing has been fragmented. The author s investigate the marketing strategy-performance relationship in the c ontext of export ventures. The study differs from previous export mark eting studies in that (1) a comprehensive set of potential determinant s of export market performance is considered; (2) the unit of analysis is the individual product-market export venture, rather than the firm or a business division; and (3) the analysis is based on in-depth per sonal interviews. The authors propose a conceptual framework of export marketing strategy and performance and test it by path analysis. The results support the contention that export marketing strategy, firm's international competence, and managerial commitment are the key determ inants of export performance. Export marketing strategy is influenced by internal (firm and product characteristics) and external factors (i ndustry and export market characteristics) They then discuss implicati ons for management and further research.