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The marketing strategy-performance relationship in an export-driven developing economy : A Korean illustration

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  • The marketing strategy-performance relationship in an export-driven developing economy
  • Lee, Chol; Griffth, David A.
  • Emerald Group Publishing Limited


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Title The marketing strategy-performance relationship in an export-driven developing economy
Similar Titles
Sub Title

A Korean illustration

Material Type Articles
Author(English)

Lee, Chol; Griffth, David A.

Publisher

[Bingley]:Emerald Group Publishing Limited

Date 2004
Journal Title; Vol./Issue International Marketing Review:vol. 21(no. 3)
Subject Country South Korea(Asia and Pacific)
Language English
File Type Link
Subject Economy < General
Holding Dongguk University

Abstract

The relationship between export marketing strategies and export performance is examined in Korea under the strategy-environmental co-alignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses. Results indicate that the adaptation of products to foreign customers’ tastes, adjustment of export prices to foreign market conditions, direct exporting, and trade promotions toward overseas distributors positively influence the performance of Korea exporters. Expenditure on overseas advertising was not found to influence export performance. Implications for marketing practitioners and academics are addressed.