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Marketing Control and Export Success: An Exploratory Study of Exporting Firms in the People's Republic of China

Author

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  • Gabriel Ogunmokun

    (Department of Information Management and Marketing, University of Western Australia, Nedlands, Perth, Western Australia 6009, Research Centre for International Marketing and Exporting and the Editor of the Journal of International Marketing and Exporting)

  • Ling-yee Li

    (Department of Management, City University of Hong Kong)

Abstract

This paper provides the results of an exploratory study that examined whether there are significant differ ences between the levels of strategic marketing-mix control practised by exporting firms when they were successful in their export ventures versus when they were unsuccessful. The study found that export success is significantly related to the extent to which the home office managers control marketing-mix activities in their foreign export markets.

Suggested Citation

  • Gabriel Ogunmokun & Ling-yee Li, 2001. "Marketing Control and Export Success: An Exploratory Study of Exporting Firms in the People's Republic of China," Global Business Review, International Management Institute, vol. 2(2), pages 167-176, August.
    • Handle: RePEc:sae:globus:v:2:y:2001:i:2:p:167-176
    DOI: 10.1177/097215090100200202
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    References listed on IDEAS

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    1. Piercy, Nigel F & Kaleka, Anna & Katsikeas, Constantine S, 1998. "Sources of competitive advantage in high performing exporting companies," Journal of World Business, Elsevier, vol. 33(4), pages 378-393, January.
    2. Tamer Cavusgil, S. & (Manek) Kirpalani, V. H., 1993. "Introducing products into export markets: Success factors," Journal of Business Research, Elsevier, vol. 27(1), pages 1-15, May.
    3. Rao, Vithala R, 1984. "Pricing Research in Marketing: The State of the Art," The Journal of Business, University of Chicago Press, vol. 57(1), pages 39-60, January.
    4. Esra F Gencturk & Preet S Aulakh, 1995. "The Use of Process and Output Controls in Foreign Markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(4), pages 755-786, December.
    5. Kaynak, Erdener & Kuan, Wellington Kang-yen, 1993. "Environment, strategy, structure, and performance in the context of export activity: An empirical study of Taiwanese manufacturing firms," Journal of Business Research, Elsevier, vol. 27(1), pages 33-49, May.
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