Document Type

Article

Publication details

Post-print of: O'Cass, A & Julian, CC 2003, 'Modelling the effects of firm-specific and environmental characteristics on export marketing performance', Journal of Global Marketing, vol. 16, no. 3, pp. 53-74.

Published version available from:

http://dx.doi.org/10.1300/J042v16n03_04

Peer Reviewed

Peer-Reviewed

Abstract

This study examines potential influences of marketing mix strategy and export marketing performance at the individual product-market level. Data were gathered via a mail survey of exporters in a developing country. The results indicate that firm characteristics, product characteristics and environment characteristics (macro and micro) influence both export marketing mix strategy and export marketing performance. The results also indicate that marketing mix strategy has a significant influence on export marketing performance (economic and perceptual).