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The key factors influencing the export marketing performance of Thai export firms

By Craig C Julian

Abstract

This study identifies the key factors influencing the marketing performance of export ventures in Thailand. The export performance scale developed by Cavusgil and Zou (1994) is refined and tested in Thailand. 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. The results of the factor analysis identify firm-specific characteristics, export marketing strategy, and the level of competition in the export market as the key factors influencing the export marketing performance of Thai export ventures

Topics: Export marketing performance, Thai exporters, Thailand, key factors, export performance, marketing strategy, Business, Entrepreneurial and Small Business Operations, International Business, Marketing
Publisher: ePublications@SCU
Year: 2004
DOI identifier: 10.1504/JIBED.2004.007845
OAI identifier: oai:epubs.scu.edu.au:comm_pubs-1327
Provided by: ePublications@SCU
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