Successful Export Marketing Management: Some Empirical Evidence
- 1 April 1989
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 6 (4)
- https://doi.org/10.1108/eum0000000001518
Abstract
This article shows the main results of a survey of 134 export activities in manufacturing firms in Denmark. It analyses the association between export performance on the one hand and export marketing policy, firm characteristics and market characteristics on the other hand. Bivariate and multivariate analyses are performed with the purpose of identifying critical export marketing success factors. Links to previous research are discussed and implications for export marketing management considered. The article concludes by discussing future research on successful export marketing management.Keywords
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