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Post-print of: Julian, CC & O'Cass, A 2004, 'The antecedents of export marketing performance: an Australian perspective', Journal of Asia Pacific Marketing: Special Issue on Export Marketing in the Asia Pacific Region, vol. 3, no. 2, pp. 99-113.


This study considers a comprehensive set of potential determinants of export marketing performance and the unit of analysis is 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 results support the contention that export marketing strategy, firm-specific characteristics and market characteristics were the significant determinants of export marketing performance.

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