Factors that distinguish proactive versus reactive exporters: decisions by export firms in a developing country

Sibanda, Khutula and Erwee, Ronel and Ng, Eric (2011) Factors that distinguish proactive versus reactive exporters: decisions by export firms in a developing country. Journal of Global Marketing, 24 (1). pp. 69-84. ISSN 0891-1762

Abstract

This study explored factors that distinguish pro-active versus reactive export marketing strategies of Zimbabwean export companies. It identified key variables that contributed most to the discrimination between pro-active firms with high levels of adaptation of export marketing strategy against reactive exporters 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. The overseas experience of management and strategic orientation of the company, cultural values and legislation were found as key variables that discriminated between reactive exporting firms using low adaptation of export marketing strategy from those pro-active exporters with high adaptations.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to published version due to publisher copyright policy.
Depositing User: Prof. Ronel Erwee
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 13 Jun 2011 06:56
Last Modified: 19 Aug 2014 06:14
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
14 Economics > 1402 Applied Economics > 140202 Economic Development and Growth
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9103 International Trade > 910399 International Trade not elsewhere classified
B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: doi: 10.1080/08911762.2011.545722
URI: http://eprints.usq.edu.au/id/eprint/9381

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