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.
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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|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.|
|Uncontrolled Keywords:||international marketing; marketing strategy; strategy adaptation; Zimbabwe|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350212 International Business
350000 Commerce, Management, Tourism and Services > 350200 Business and Management
|Depositing User:||Prof. Ronel Erwee|
|Date Deposited:||12 Jan 2010 01:05|
|Last Modified:||02 Jul 2013 23:32|
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