Document Type

Conference publication

Publication details

Julian, CC & O'Cass, A 2002, 'The export marketing performance of Australian export market ventures', in RN Shaw, S Adam & H McDonald (eds), Interactive marketing: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Vic., 1-5 December, Deakin University Press, Melbourne, Vic., pp. 531-537. ISBN: 0730025624


The primary objective of this study was to identify the significant determinants of export marketing performance from an Australian export market venture’s perspective. The unit of analysis was the individual product-market export venture. Data were gathered via a mail survey of firms exporting from Queensland, Australia. The firms comprising the sample came from a wide cross section of industries including agriculture, mining, light industries, metal-working, electronics, chemical and the services industries. The findings support the contention that export marketing strategy, firm characteristics and market characteristics were the significant determinants of export marketing performance.