Title

The relationship between industry structure, marketing capabilities, strategy and performance: the empirical link in export ventures

Document Type

Conference publication

Publication details

Julian, CC 2011, 'The relationship between industry structure, marketing capabilities, strategy and performance: the empirical link in export ventures', in Clute Institute International Academic Conference Las Vegas, Nevada, 10-12 October, Clute Institute for Academic Research, Littleton, Colorado, pp. 63-72.

The presentation is available at

http://conferences.cluteonline.com/index.php/IAC/2011LV

Peer Reviewed

Peer-Reviewed

Abstract

This study examines the empirical links between industry structure, strategy, marketing capabilities and performance in Australian export ventures. Data were gathered via a self-administered mail survey directed to the Chief Executive Officer of 1853 export market ventures. The sample came from a wide cross section of industries and was provided by a government department. The findings indicate that as far as industry structure was concerned, the number of buyers as well as marketing capabilities and whether or not the firm pursued a product innovation or niche strategy all had a significant impact on export marketing performance.