Document Type


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.

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Peer Reviewed



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).