Document Type

Article

Publication details

Post-print of: O'Cass, A & Julian, CC 2003, 'Examining firm and environmental influences on export marketing mix strategy and export performance of Australian exporters', European Journal of Marketing: Special Issue: Marketing Management in Australasia, vol. 37, no. 3-4, pp. 366-384.

Published version available from:

http://dx.doi.org/10.1108/03090560310459005

Peer Reviewed

Peer-Reviewed

Abstract

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.