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

Author

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  • Corina Grigorovici

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

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.

Suggested Citation

  • Corina Grigorovici, 2008. "Marketing strategies for increasing the services export performance. The case of developed countries vs. emerging countries," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(11), pages 53-60, November.
    • Handle: RePEc:aio:rteyej:v:1:y:2008:i:11:p:53-60
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    File URL: http://feaa.ucv.ro/RTE/011-07.pdf
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    References listed on IDEAS

    as
    1. John W Cadogan & Adamantios Diamantopoulos & Judy A Siguaw, 2002. "Export Market-oriented Activities: Their Antecedents and Performance Consequences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(3), pages 615-626, September.
    2. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    3. K. J. Blois, 1983. "The structure of service firms and their marketing policies," Strategic Management Journal, Wiley Blackwell, vol. 4(3), pages 251-261, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing strategy; services; export; differentiation; cost-leadership; developed countries; emerging countries; performance;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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