Export Marketing Behaviour of Resource-Based Firms in Malaysia


  • Osman Mohamad Universiti Sains Malaysia Pulau Pinang, Malaysia
  • Colin N. Wheeler University of Strathclyde United Kingdom


This article is concerned with the export market strategy adapted by manufacturers-exporters in resource- based industries. The characteristics, export performance and marketing strengths of firms adapting a market concentration strategy versus firms adapting a market diversification strategy are investigated. The results show that firms adopting a diversification strategy are larger, have more export experience and higher percentage of foreign equity participation, and achieved better export performance compared to firms adapting a market concentration strategy. The former also exhibits greater commitment to exporting and are significantly different from the latter as regards to sources of marketing competitive strengths.



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How to Cite

Mohamad, O., & Wheeler, C. N. (1997). Export Marketing Behaviour of Resource-Based Firms in Malaysia. Malaysian Management Journal, 2(2), 13–23. Retrieved from https://e-journal.uum.edu.my/index.php/mmj/article/view/8544