Adaptation of export marketing strategy in Zimbabwean export firms

Abstract

This study explored how the adaptation of export marketing strategy manifests in Zimbabwean export companies. It identified key variables that contributed most to the discrimination between firms with high levels of adaptation of export marketing strategy against ones with low levels of adaptation of export marketing strategy. Data was collected through a structured multi-item questionnaire involving a randomly selected sample of 105 exporting organizations. Discriminant analysis was used to identify the key discriminating variables. Exporters with high levels of adaptation of export marketing strategy differed significantly from those with low levels of adaptation of export marketing strategy. The overseas experience of management and strategic orientation of the company, cultural values and legislation was found as a key variable that discriminated between exporting firms using low adaptation of export marketing strategy from those with high adaptations.