Export Marketing Behaviour of Resource-Based Firms in Malaysia

Pengarang

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

DOI:

https://doi.org/10.32890/mmj1997.2.2.2

Abstrak

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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Muat turun

Diterbitkan

1997-12-01

Terbitan

Jil. 2 No. 2 (1997): Malaysian Management Journal (MMJ) Vol. 2 No. 2 Dec 1997

Bahagian

Articles

Cara Memetik

Mohamad, O., & Wheeler, C. N. (1997). Export Marketing Behaviour of Resource-Based Firms in Malaysia. Malaysian Management Journal, 2(2), 13-23. https://doi.org/10.32890/mmj1997.2.2.2

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