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Marketing strategies for increasing the services export performance. The case of developed countries vs. emerging countries

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  • Corina Grigorovici

    (“Dimitrie Cantemir” Christian University Faculty of International Business and Economics, Bucharest, Romania)

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    Abstract

    The activity of export of services is novel and complex in comparison with the export of goods and the same marketing techniques cannot always be applied as they are applied for the goods. The study develops a framework for examining the export strategies of firms from emerging economies and their performance in foreign markets. The result is that cost-based strategies enhance export performance in developed country markets and differentiation strategies enhance performance in other developing countries. Adapting marketing mix variables to the specific needs of developed country also enhances export performance. The relationship between geographical diversification and export performance is nonlinear.

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    File URL: http://feaa.ucv.ro/RTE/011-07.pdf
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    Bibliographic Info

    Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Revista Tinerior Economisti(The Young Economists Journal).

    Volume (Year): 1 (2008)
    Issue (Month): 11 (November)
    Pages: 53-60

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    Handle: RePEc:aio:rteyej:v:1:y:2008:i:11:p:53-60

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    Related research

    Keywords: marketing strategy; services; export; differentiation; cost-leadership; developed countries; emerging countries; performance;

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