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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