Use of export marketing research by industrial firms: an application and extension of Deshpande and Zaltman's model
The issue of information utilisation within an export setting has been neglected in the literature as most studies focus on the acquisition of export marketing research information rather than its actual use. In this paper, an expanded version of Deshpande and Zaltman's well-known model of information use is developed by incorporating export-specific variables, and subsequently applied to a sample of UK exporters. The analysis reveals that information use depends on the firm's internal structure, the degree of surprise in the research results, and the nature of the export market in question. The findings are placed in the context of previous evidence on marketing research information use and directions for future studies identified.
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Volume (Year): 6 (1997)
Issue (Month): 3 (June)
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- Cavusgil, S. Tamer, 1984. "Differences among exporting firms based on their degree of internationalization," Journal of Business Research, Elsevier, vol. 12(2), pages 195-208, June.
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- Sood, James H. & Adams, Patrick, 1984. "Model of management learning styles as a predictor of export behavior and performance," Journal of Business Research, Elsevier, vol. 12(2), pages 169-182, June.
- Jean-Emile Denis & Daniel Depelteau, 1985. "Market Knowledge, Diversification and Export Expansion," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 16(3), pages 77-89, September.
- Bellenger, Danny N., 1979. "The marketing manager's view of Marketing research," Business Horizons, Elsevier, vol. 22(3), pages 59-65, June.
- Piercy, Nigel F., 1989. "Information control and the power and politics of marketing," Journal of Business Research, Elsevier, vol. 18(3), pages 229-243, May.
- Sinkula, James M. & Hampton, Ronald D., 1988. "Centralization and information acquisition by in-house market research departments," Journal of Business Research, Elsevier, vol. 16(4), pages 337-349, June.
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