Adaptation of export marketing strategy in Zimbabwean export firms

Sibanda, Khutula and Erwee, Ronel and Ng, Eric (2009) Adaptation of export marketing strategy in Zimbabwean export firms. In: ANZAM 2009: Sustainable Management and Marketing, 1-4 Dec 2009, Melbourne, Australia.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright 2009 The Author. Full papers available on CD-ROM of same title as published volume. Published volume only lists abstracts of all papers presented at conference.
Depositing User: Prof. Ronel Erwee
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 12 Jan 2010 01:05
Last Modified: 02 Jul 2013 23:32
Uncontrolled Keywords: international marketing; marketing strategy; strategy adaptation; Zimbabwe
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150308 International Business
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200103 International and Development Communication
Socio-Economic Objective (SEO2008): B Economic Development > 90 Commercial Services and Tourism > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/6353

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