全球经济紧缩形势下出口型中小企业国际市场营销策略研究

本文针对经济全球化条件下我国出口型中小企业的经营现状和市场营销策略中存在的问题,根据危机时期国际市场营销环境和消费情况的变化,研究了中小企业国际市场营销的策略,对出口型中小企业的市场营销组合,即4P策略进行了分析和阐述,从而帮助企业在危机中走出营销的困境.     

中小企业国际市场营销策略研究

中小企业要想在经济全球化的背景下得到更多的发展机会,必须要运用国际市场营销策略打开国际市场。本文主要从营销观念、营销的优势与劣势以及营销的策略三个方面对中小企业国际市场营销进行了研究。     

我国中小企业国际营销战略研究

中小企业发展是一个世界性的课题.随着经济全球化的不断深化,中小企业面临着前所未有的国内和国际竞争压力,中小企业走向国际市场已成必然趋势.与大型企业和国外企业相比,我国中小企业起点较低,总体竞争力较差.因此,研究我国中小企业国际营销实践中出现的问题,并找出背后的深层次原因,从而制定出有针对性的国际营销战略,对促进我国数量众多的中小企业健康发展,拓宽国际发展空间,逐步融入全球市场,达到提升我国在国际市场上的整体竞争力具有重要意义.     

人民币升值背景下中小企业国际采购研究

人民币的不断升值客观上加剧了出口企业的生存压力,加大国际采购力度,部分抵消出口成本是中小型出口企业的必然选择。本文对中小企业参与国际采购提出了有针对性的建议。     

专业市场本地网络效应、全球网络效应与中小企业国际营销能力——基于浙江义乌和绍兴的实证研究

本文基于专业市场网络与中小企业国际化存在紧密联系这一经济现实,试图研究专业市场网络对中小企业国际营销能力的影响。本文在对企业营销能力及其构成维度,专业市场网络等相关概念进行界定的基础上,对专业市场本地网络和全球网络中存在的各种效应对中小企业国际营销能力的影响进行了理论分析。在此基础上,运用浙江省义乌市和绍兴市实地调查所获得的数据对专业市场网络与中小企业国际营销能力之间的关系进行了实证检验。我们发现：（1）相比于专业市场本地网络,全球网络效应对中小企业国际营销能力有更显著的影响。（2）专业市场本地网络在提升中小企业的信息利用能力方面有着突出的表现,但对中小企业的产品开发能力和快速反应能力的影响并不十分显著。     

基于互联网领域的中小企业国际营销策略研究

开展国际营销能让中小企业在开拓国际市场的过程中,寻求更多的发展空间和机遇,而互联网技术的发展也加速了经济全球化的进程,互联网经济的出现为中小企业国际营销策略带来了全新的发展机遇,本文将对中小企业开展国际营销的必要性,以及互联网领域带来的全新经济背景加以探究,分析中小企业国际营销的现状及困境,从而提出基于互联网领域的中小企业国际营销策略。     

基于国际视阈探讨中小企业市场营销战略的创新发展

本文以我国中小企业市场营销战略的创新发展为研究主题,从国际视阈对其进行全方位的挖掘与分析,包括国内中小企业目前的营销发展基本现状,以及销售渠道、市场影响力、市场竞争力等。重点从营销模式上进行探讨,包括服务营销、绿色营销、网络营销等方面的创新发展。     

创新导向、组织外部网络与中小企业的国际营销能力——以浙江省义乌市为例

当前,专业市场已成为广大中小企业走向国际市场的重要渠道。本文在对创新导向、组织外部网络和国际营销能力等概念进行阐述的基础上,构建了一个关于专业市场影响中小企业国际营销能力的分析框架,并通过对浙江省义乌市的实证分析,论证了专业市场的创新导向是影响中小企业国际营销能力的关键驱动要素。其作用机理是:专业市场通过构建市场外部网络和推动中小企业创新对其国际营销能力产生影响。在理论和实证分析基础上,文章提出了促进义乌市场创新发展,提升中小企业国际营销能力的相关建议。     

海外中小企业出口扶持政策及启示

中小企业是出口的重要力量。由于中小企业在国际市场竞争中处于弱势地位，各国都对其采取了扶持政策，通过宏观管理协调从金融、财税、信息、外部联系、联合等方面给予有力支持，促进了中小企业出口的扩大。根据国际经验，我国应尽力改善中小企业出口的制度环境，建立有效的服务网络和资金支持体系，鼓励企业联合，帮助中小企业进入国际市场。     

国际保理业在我国中小企业运用中存在问题及其对策分析

国际保理业务的不断开展,是解决我国中小企业融资难的切实可行的有效方法,同时也对也是提升我国出口企业国际竞争力,扩大我国企业的出口有着积极的作用。但我国国际保理业务起步晚,底子薄,尚未形成完整体系。在此形势下,国际保理业务亟待在我国中小企业中的应用突破。本文分析了我国中小企业开展国际保理业务的必要性、可行性和所面临的问题,并提出了相应的对策。     

Export planning orientation and its antecedents: Evidence from exporting IT products

There is strong support in the export literature for a positive relationship between export planning and export performance. However, little is known about the drivers of export planning. In addressing this knowledge gap, this article proposes that export planning is usefully analyzed in terms of a managerial orientation. Regarding the antecedents of export planning orientation, the focus here is on the role of factors internal to the firm, especially its exporting mindset (export necessity and export commitment). This article also examines to what extent export confidence (psychic distance and marketing advantage) moderates the relationship. The empirical results show that export commitment has a strong and positive effect on a firm's export planning orientation. This relationship is moderated by psychic distance and marketing advantage. Specifically, the results show that the greater the psychic distance and the weaker the marketing advantage, the stronger the relationship between export commitment and a firm's export planning orientation. The results also show that management's perceived export necessity has a negative effect on a firm's export planning orientation and that this relationship remains unaffected by psychic distance and marketing advantage.     

Factors That Distinguish Proactive Versus Reactive Exporters: Decisions by Export Firms in a Developing Country

This study explored factors that distinguish proactive versus reactive export marketing strategies of Zimbabwean export companies. It identified key variables that contributed most to the discrimination between proactive firms with high levels of adaptation of export marketing strategy against reactive exporters with low levels of adaptation of export marketing strategy. Data were collected through a structured multi-item questionnaire involving a randomly selected sample of 105 exporting organizations. The overseas experience of management and strategic orientation of the company, cultural values, and legislation were found as key variables that discriminated between reactive exporting firms using low adaptation of export marketing strategy from those proactive exporters with high adaptations.     

Realizing the gains from trade: Export crops, marketing costs, and poverty

This paper explores the role of export costs in the process of poverty reduction in rural Africa. We claim that the marketing costs that emerge when the commercialization of export crops requires intermediaries can lead to lower participation into export cropping and, thus, to higher poverty. We test the model using data from the Uganda National Household Survey. We show that: i) farmers living in villages with fewer outlets for sales of agricultural exports are likely to be poorer than farmers residing in market-endowed villages; ii) market availability leads to increased household participation in export cropping (coffee, tea, cotton, fruits); iii) households engaged in export cropping are less likely to be poor than subsistence-based households. We conclude that the availability of markets for agricultural export crops help realize the gains from trade. This result uncovers the role of complementary factors that provide market access and reduce marketing costs as key building blocks in the link between the gains from export opportunities and the poor.     

The efficacy of marketing skills and market responsiveness in marketing performance of emerging market exporting firms in advanced markets: The moderating role of competitive intensity

Emerging market exporting firms in advanced economies must manage a highly dynamic landscape owing to factors such as changing market needs and fierce competition. Hence, these firms need to develop unique marketing skills for superior performance. Accordingly, this study draws on the resource-based and dynamic capability theory to empirically examine the role of marketing skills in developing a dynamic capability—market responsiveness—for improved marketing performance, and the changes in this relationship under highly competitive intensity. Using a sample (n = 98) of firms originating from an emerging market (Pakistan) mainly exporting to advanced markets (the United Kingdom, the United States or both), the findings show that marketing skills, positively mediated by market responsiveness, influence the marketing performance of such firms in advanced markets. The indirect relationship is positively moderated by a higher level of competitive intensity. This study extends the dynamic capability and export marketing streams of literature, particularly for emerging market exporting firms in advanced markets, and provides useful performance implications to export marketing managers.     

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.     

Export Intensification by Firms During Domestic Economic Recession

The present paper investigates the influence of an economic recession in the domestic market on the export marketing behavior of firms. The thesis of the paper is that firms intesify their export marketing efforts in order to overcome domestic adversity, a notion for which there is, at present, very little conclusive evidence. The paper presents findings from an empirical study, involving United States exporters during the 1980-82 recession, that suggest that a domestic recession is a significant export stimulant. Firms which are adversely affected by a recession are more likely than unaffected firms to intensify their exports. The paper also concludes that firms which intensify their exports in response to a recession are likely to exhibit a pronounced emphasis on more tactical and short-term export marketing activities. Finally, contrary to our expectation, the perceived benefits of export intensification during the recession were found to be inversely related to firms' export involvement.     

Product acceptance by middleman in export channels

The factors associated with gaining product acceptance by middleman in the target country are reported. The hypotheses, drawn from the international marketing and exporting literature as well as from previous studies on product acceptance by supermarkets, are tested in the context of the export channel for French motion pictures.     

Export Propensities and Intensities of Small and Medium Manufacturing Enterprises in South Africa

The basic premise of this study is that enterprise linkages, export marketing, and sunk costs significantly affect the propensities to export and intensities of exporting of small and medium manufacturing enterprises in South Africa. The hypothesis tested was that small and medium manufacturing enterprises break through into foreign markets with relative ease when involved in linkages because they facilitate information flows, thereby easing the international marketing burden on the shoulders of individual enterprise units. A theoretical perspective adopted by this study was that small- and medium-sized enterprises involved in enterprise linkages that have intermediaries are in a better position to enter and exit international markets. Empirical testing using survey data confirms this. This study, therefore, recommends that export promotion initiatives should take these factors into account. There are many possibilities discussed in this study. The important point is that there is now clarity about the main hindrances to probabilities of exporting and export intensities of small and medium manufacturing enterprises in South Africa. By implication, export market intelligence should be prioritized.     

Implications of perceived competitive advantages,adaptation of marketing tactics and export commitment on export performance

The aim of this exploratory paper is to fill an important gap in the international marketing literature by examining the influence of firm behavior in foreign markets (export commitment and adaptation of marketing tactics) on perceived competitive advantages and export performance. Using a sample of 150 Spanish export firms, the study found that firms that are more committed to their foreign markets are more willing to adapt elements of the marketing program. These firms also perform better in foreign markets. Moreover, the results also point out that adapting marketing tactics does not have direct effects on export performance, although it does have on the achievement of perceived competitive advantages in foreign markets, which positively influence export performance.     

Marketing cost differentials,economics of scale,and the competitiveness of small-country producers

The paper examines the effect of marketing cost differentials on the ability of small countries to compete with large-country producers in goods manufactured under economies of scale. It is shown that the mere presence of scale economies does not necessarily retard the performance of small-country producers unless export marketing costs exceed domestic marketing costs. When economies of scale and positive differences between export and domestic marketing costs are simultaneously present, small countries with potentially more efficient producers may be unable to export to large countries served by less efficient local producers. Furthermore, the latter may end up exporting to the former. The policy implications is that subsidization of exports in conjunction with restrictions on domestic prices enhances national welfare.