The export propensity of Turkish manufacturing and trading house firms∗

A substantial amount of research has been carried out on the export marketing behaviour of firms during the last twenty years. However, most of these studies have looked at the export behaviour of firms in a developed country. The present study examines the export orientation of Turkish manufacturing and trading house firms and tries to differentiate these two types of firms in terms of their export drives. The findings of this study may be applicable to other developing countries which are at a level of economic development similar to that of Turkey.     

Determination of Export Channel Strategies–The Experience of New Zealand Firms

ABSTRACT

There are many issues which need to be considered when businesses decide to internationalise their operations. One of the issues is the choice of export channels. The choice of export channels has a decisive impact on a firm's international marketing program. Export channel decisions are well researched in many countries However little attention has been made to investigate the choice of export channels by New Zealand international marketers This study examines the factors influencing the choice of export channels of 115 New Zealand firms conducting business with Taiwan. The results suggest that marketer's choice of export channels is influenced by the host market's business system, market size of the industry in the host market, and the degree of produce differentiation. The host market's business system is revealed for the first time to be a factor influencing the choice of export channels.     

The Impact of Export Promotion Programs on Firms’ Export Competencies and Performance in a Transition Economy: The Case of Russian Manufacturers

Abstract

This study evaluates the effects of export promotion programs (EPPs) in Russian manufacturers. It examines a multi-dimensional set of subjective and objective indicators including the level of awareness, use, the perception of usefulness, as well as different intermediate export marketing results, and final performance indicators. The results show that most EPPs are successful in attaining their goals as to improving firms’ export marketing competencies. Though, at the same time, they point to clear problems, regarding program awareness, availability, and accessibility. The paper concludes with a discussion about managerial and public policy implications.     

A behavioral model of international channel relationships

Purpose: The main purpose of the study is to fill the existing gap in international relationship marketing (IRM) literature by developing and testing empirically a comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Whereas concepts such as power, conflicts, trust, commitment, and communication have been shown to be related to the economic success of interfirm cooperation in general and buyer–seller relations in particular, the need for a comprehensive model is often expressed in the literature.

Methodology/approach: The authors combine commitment-trust theory with resource-based and knowledge-based view perspectives to develop a new comprehensive conceptual model of firms’ relationship with their marketing channels in export markets. Data from 104 strategic business units in Israel was used to test the model empirically.

Findings: Notably, the model tested explained a higher percentage of the variance in performance. The findings suggest that noncoercive power enhances relationship quality (i.e., communication, trust, and commitment), which in turn improve cooperation and export performance. Conflict had a negative effect on relationship quality. In addition, cooperative conflict management strategies had a positive moderating effect on the conflict— relationship quality link, whereas competitive conflict management strategies had a negative moderating effect on the impact of conflict on relationship quality. Finally, the results suggest that there are strong positive relations between communication and trust and between trust and commitment.

Research implications: The research develops and tests empirically a conceptual comprehensive model of firms’ relationship with their marketing channels in export markets by including major performance drivers. The model incorporates conflict management strategies and combines commitment-trust theory with resource-based view (RBV) and knowledge-based view (KBV), an innovative combination with great explanatory potential. Based on the findings, there is sufficient support for using the suggested model as a new integrative behavioral model that explains channel relationships.

Practical implications: The results indicate that managers should use noncoercive power and cooperative conflict management strategies in order to positively affect relationship quality (i.e., communication, trust, and commitment), which in turn enhances cooperation and export performance.

Originality/value/contribution: The suggested research model presents a novel combination of existing relationship marketing (RM) knowledge with the limited IRM knowledge into a comprehensive IRM model. It includes new relationships beyond those studied before. Integrating and synthesizing results from a large body of conceptual and empirical literature led to the final model. Accordingly, it contributes elements of newness. First, the model includes major antecedents of performance. To the best of our knowledge, this is the most comprehensive model of firms’ relationship with their international marketing channels in export markets. Second, there are almost no studies investigating conflict management strategies neither in RM nor in IRM models. Accordingly, a contribution of this research is incorporating conflict management strategies within the model and analyzing their effects.     

Trade-Related Training for Trainers in Export Development and Promotion in Africa

Abstract

The purpose of this paper is to develop an appropriate training mechanism for the development of the export/international trade sectors in Sudan. One of the activity components identified was the training of trainers in exporting/international marketing in selected sectors. In an effort to develop the most useful export development training program, an intensive needs assessment study was undertaken. The results of the study suggest that groups of respondents who share similar characteristics can be identified and profiled, and based on similar levels knowledge and skills they will be subjected to an intensive type of short export development and promotion training. Upon receiving the necessary training, the trainers will then train trainees in the field of international trade and export development.     

The Effect of Flexibility on Export Venture Performance

Abstract

Although both international marketing theorists and practitioners have been expounding the importance of flexibility little or no research has been done to examine the effect of flexibility on export venture performance. Most of the research to date was directed towards examining the effect of flexibility on performance in the domestic context. Moreover, the studies in the literature also gave exclusive attention to the performance-enhancing effect of flexibility and ignored the moderating effects of organisational and environmental contingencies on the flexibility-performance relationship. This paper will present the results of a study that assessed the effect of flexibility on export performance.

The findings support the proposition that flexibility is significantly related to export performance but that environmental dynamism, legal forms of business ownership, international experience, control mechanism, and exporter-distributor cooperation have a moderating effect on the relationships between flexibility and export venture performance. The study also found that firms that were challenged by intense competitive rivalries, spent a lot of time and effort on monitoring foreign marketing activities, and had substantial cooperation with overseas distributors were more flexible in their manufacturing, marketing, financial, and organizational activities.     

Solving Export Marketing Problems of Small and Medium-Sized Firms from Developing Countries

Abstract

This study shows how networks can be used to solve the export marketing problems manufacturing firms in developing countries are facing. Major export barriers perceived by manufacturing firms in Eritrea are identified and, subsequently, differences in perceptions between footwear and textile manufacturers, and small and medium sized firms are examined. The findings suggest that some problems can be solved through individual action by the firms (market or hierarchy). However, small and medium-sized firms on their own can't solve the most important problems, like the lack of market information, the preparation of proper designs and the fulfillment of minimum quantity requirements. The major conclusion is that export market entry by SMEs in developing countries will not be successful if no horizontal and vertical business networks are established.     

Location Advantages,Firm Advantages,and Export Success in the Latin American Automotive Parts Industry

Abstract

This paper examines the influence of location advantages and firm-level advantages on the propensity of Latin American firms to export. An empirical test based on Latin American firms in the automobile parts industry suggests that firms in more competitive Latin American country environments are more likely to export than those in less competitive country environments. Also, older and larger firms are more likely to export than are younger and smaller firms, and businesses that are subsidiary companies are more likely to export than are independent companies. Implications for managers and policy makers are presented.     

The Internet,Strategy and Performance: A Study of Australian Export Market Ventures

ABSTRACT

This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that, when the Internet was used for communication purposes and to provide the firm with a competitive advantage, it had a significant impact on export marketing performance. Firm-specific characteristics and export marketing strategy also had a significant impact on export marketing performance.     

Master's Level Education in Business Marketing: Quo Vadis?

ABSTRACT

Given the paucity of knowledge on the state of business marketing education at the master's level, we conducted an exploratory survey of instructors at selected universities in North America and Europe. We supplemented results from this survey with discussions with our colleagues who teach business marketing at the master's level, and a review of articles on master's level programs.

Through our investigations, we discovered that there is a shortage of management cases that address contemporary issues in business marketing. We learned that nearly half of survey participants do not use a textbook and that the remaining participants use a wide variety of textbooks. We observed that many instructors still teach business marketing courses from a traditional functional perspective. Instead, we believe that business marketing courses must address a host of emerging issues such as value and its assessment, business process reengineering, global marketing, working relationships and business networks, and cross-functional coordination issues, among other things.

We believe that scholars can rejuvenate the discipline by tailoring business marketing courses to the new generation of accelerated master's programs, by creating a network for sharing information on new cases and teaching materials, and by writing more relevant and timely business marketing cases. Finally, we believe that the time is right for a faculty consortium on teaching business marketing.     

Country Effects on CRM Success

Abstract

Customer relationship management (CRM) adoption is growing at a dramatic pace in firms and is significantly impacting customer and business market behaviors. As a result, most firms have started developing and implementing CRM strategies. However, country effects on CRM strategy outcomes in international environments have not been discussed and are the focus of this paper. In this paper, we examine the impacts of marketing infrastructure and marketing institutions on the development of CRM strategies and success in the implementation of such strategies. Our framework has utility in understanding the impacts of country-specific factors in the outcomes of CRM Strategy.     

The Impact of U.S.-Sponsored Foreign Trade Office Activities

ABSTRACT

Foreign trade offices (FTOs) are an important, little-understood element in the export promotion portfolio of U.S. state export promotion organizations. The value of these organizations is in dispute. In recent years California closed its FTOs in response to budgetary pressures, claiming that these organizations exist primarily to enhance the political standing of politicians rather than to act as effective export development tools. During the same period Washington State opened several new FTOs. Clearly the value of these organizations is in dispute. Another consideration in the effectiveness of U.S. exporters is the subnational contour of the American economic system. State business climates vary considerably, thereby influencing exporter success as well as those programs (such as FTOs) intended to improve firm performance. We hypothesize and find that (a) state entrepreneurial climate is positively related to state exports and (b) FTO network entry activities amplify the impact of state entrepreneurial climate on state exports. Implications for firms and policy makers are explored.     

The Internet and Internationalization of Smaller Manufacturing Enterprises

Abstract

One of the most frequently discussed topics in the current international business literature is the impact of the Internet on the internationalization of smaller manufacturing enterprises (SMEs). The study was carried out through a mail survey of the top executives of 125 Wisconsin firms. It examined 10 research hypotheses on internal and external factors which had been identified by previous research to influence the internationalization of SMEs through the Internet. Research findings conclude that the scope of internationalization of SMEs through the Internet is affected by internal factors, such as managements' perceptions of the effectiveness of their web sites as a marketing tool, lack of experience, and SMEs' potential usage of the Internet.     

Collective Service Learning Experiences Uncover Both Personal and Interactive Student Potentialities: A Case Study Within an Academic Setting

ABSTRACT

Across a twelve-year span of time, students at a small rural college in upstate New York have engaged in a broad range of research and consultative activities. The quality of their work has been recognized in a variety of ways, as has been manifested in international awards and abundant local expressions of appreciation. But it is the student service learning experiences that are remarkable—and often personally transforming. This paper relates the context of those service-learning experiences and includes an example of the quality of their collective efforts. Insights are also provided to benefit hands-on service-learning leaders and both marketing instructors and post-graduate institutional trainers.     

International Catalog Mix Adaptation

Abstract

Striking the right balance of adaptation of the international catalog mix may be the key to profitability. U.S. catalog firms, new to international markets, have less experience in adapting than firms in more globalized industries. The literature on international marketing strategy adaptation reveals that this decision depends on the environment, industry, market, product, and characteristics of the firm. This paper examines the influence of market similarity, type of business and the firm's international experience on international catalog adaptation, and explores the effects of catalog adaptation on a firm's performance. We hypothesize that the greater the market similarity, the less likely it is that firms will adjust their catalog. We also argue than adaptation is greater for consumer catalogs than for business-to-business catalogs. A third hypothesis is that more internationally experienced firms will adapt more and a final hypothesis is that a greater degree of adaptation will increase the international catalog performance. The results did not support the association of international catalog adjustment and market similarity, experience, and type of catalog. Findings are mixed both on catalog adaptations and firm performance. We found that some but not all adaptations in the catalog lead to improved performance. We speculate that U.S. catalog firms are making adaptations to reduce the costs of international marketing operations. This cost reduction strategy may not necessarily lead to profitability, thereby discouraging other firms from entering international markets.     

The Pricing Processes of Exporters

Abstract

Within the realm of research regarding the successful implementation of exporting strategies lies the often neglected topic area of export pricing. This subject has received relatively little attention over the years for a number of reasons, including a lack of formal export pricing theory and a reluctance among international managers to discuss their pricing practices. Concurrently, what research that has been conducted on this issue has been largely undertaken from the single country perspective. Future research, both exploratory and empirical, is called for.

This study attempts to define what export pricing strategies and processes are currently being utilized by exporting firms, what influences the adoption of these strategies, and how these strategies differ across cultures. Through a series of interviews with export managers from U.S. and Mexican manufacturing firms, an exploratory case study analysis was conducted to address four major issues, namely (1) what are the export pricing processes of the firm, (2) how do stated export objectives relate to these strategies, (3) what are the perceived barriers to the successful implementation of pricing practices, and (4) how do these factors differ between Mexican and U.S. exporters.     

UK export assistance: Are we supporting the best programmes?

This article provides empirical evidence to show that differences exist in how UK exporters rate factors in their export marketing effort between: (1) those that are believed to be desired by importers; (2) the possibility for improving performance of these factors by a change in emphasis by people in the exporting firms; and (3) what international business assistance is actually requested by firms. It then looks at differences between firms based on their level of involvement in exporting, i.e. stage of internationalization, and the extent to which they are successful. It therefore substantially builds upon previous research by showing that there are differences between the factors that firms believe are desirable to importers and how their performance could improve with the emphasis and assistance of internal and external change agents. Furthermore, it shows that exporting firms should not be seen as homogeneous and that significant differences exist between firms based on their level of internationalization and their level of success.

In this way, the study has implications for UK policy makers insofar as it questions the idea that export promotion policies should be standardized, and offers evidence to support the view that firms with different characteristics actually require different kinds of support.     

Export Attitudes of Taiwanese Executives

SUMMARY

Taiwanese-based firms have long been actively involved in exporting and international trade. This article investigates their export attitudes and qualities for effective international conduct. Data from 182 companies in Taiwan provide mixed support for three hypotheses advanced in this study. International experience is found to significantly influence exporting attitude. In addition, two measurements of size (annual sales and number of employees) and international business experience are found to have some influence on export attitudes and on the needed qualities for effective international business conduct.     

Marketing planning in the larger family business

In recent decades a considerable literature on marketing planning has accumulated. The larger part relates to marketing planning in big firms with specialized, professional managers. There are books on the subject, like that of Malcolm McDonald which has gone through several editions, and there is also a steady stream of articles in the academic journals. In addition, the marketing planning activities of big firms are referred to by many more writers in the overlapping but broader contexts of “strategic marketing” and “strategic planning”. A lesser part of the literature relates to marketing planning in small firms. The small firms in question are usually very small. Typically they are owner‐managed and employ just a handful of people in a single location. The purpose of this study is to fill a gap in the literature by examining a medium‐sized firm; a category which seems to have been neglected by researchers.

Most modern economies are characterized by a significant group of middle‐sized firms, still owner‐managed, but with multi‐million dollar turnovers. Many of these remain family companies and constitute an important reservoir of business initiative. One such family business is the focus of this study. Given the relative lack of scrutiny of such firms to date, the author decided to conduct an in depth evaluation from within one large, family firm rather than seek by means of questionnaire to obtain information from a significant sample of the group. The results of the study suggest that neither the existing typologies of small firm approaches to marketing nor the formal models of marketing planning attributed to big companies necessarily characterize the marketing planning and management of larger, family businesses.     

Establishing Collaborative Business Education Programs in China

ABSTRACT

American universities have a valuable product for export to China, a world-class business education. Currently, the demand for Western-style business education far exceeds the supply. The undergraduate university system in China offers an excellent, though under-utilized, venue for providing Western-style business education to large numbers of China's next-generation business leaders. This paper describes the official procedures for establishing joint business education programs in Shanghai as well as the benefits and challenges of international collaboration.