Craig C. Julian

Examining firm and environmental influences on export marketing mix strategy and export performance of australian exporters

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.

Export marketing performance: a study of Thailand firms

Because foreign markets have become increasingly more viable over the past twenty years, it is important to identify the key factors that influence export marketing performance. The purpose of this study of small and medium-sized enterprises (SMEs) in Thailand, which is of particular interest to market performance researchers, is to test the validity of the Cavusgil and Zou scale (an export marketing performance scale) across different countries. Following a review of relevant literature, the design of the study is outlined.A mail survey was sent to 1,000 Thai SMEs involved in direct exporting, and 151 firms responded.Respondents were asked to assess the importance of seven strategic objectives and to indicate whether these objectives were met.They then indicated the degree to which they felt that the export venture was successful. Results show that the four factors influencing export marketing performance are competition, commitment (to the product/service), export market characteristics (particularly market infrastructure, degree of government intervention, and degree of adaptation required for a products positioning strategy), and product characteristics (including uniqueness, culture-specificity, and patent characteristics). Firm-specific characteristics and export marketing strategy were found to have no effect on the Thai firms export marketing performance.(SAA)

The internet and export marketing performance

Purpose – This study seeks to examine the empirical link in export market ventures of the relationship between the internet (when it is used for communication, networking, market research, sales, image enhancement, cost reduction and competitive advantage purposes) and export marketing performance.Design/methodology/approach – Data were gathered via a self‐administered mail survey of Australian exporters. The sample consisted of 133 Australian firms coming from a wide cross‐section of industries.Findings – The findings indicate that, when the internet was used to achieve a competitive advantage for the firm and reduce the costs associated in doing international business, these uses of the internet were significant in discriminating between high and low export marketing performance. Furthermore, the international experience of the export ventures management was a significant factor in discriminating between high and low export marketing performance.Research limitations/implications – From a methodological...

The theoretical underpinnings of emotional dissonance: a framework and analysis of propositions

Purpose – The research objective of this paper is to study the broad context of emotional labor and dissonance and its importance to service marketing. This knowledge would provide a better understanding of the factors that contribute to job performance and job satisfaction amongst high contact service workers.Design/methodology/approach – A literature review is used to define and set out the main conceptual framework and propositions for further research.Findings – Three key hypotheses divided into six sub parts are set out to test the relationships between emotional dissonance and customer orientation, job satisfaction and performance.Research limitations/implications – The study should be extended beyond the conceptual stage by the conduct of empirical research across high contact service workers in different businesses and industries and also to explore the role of geographical and cultural settings on emotional dissonance.Practical implications – The managerial implications would extend to improving ...

Examining the internal-external determinants of international joint venture (IJV) marketing performance in Thailand

This paper identifies the factors influencing International Joint Venture (IJV) marketing performance in a nsample of Thai-Foreign IJVs. The primary data for this study were collected from a mail questionnaire nsurvey of 161 Thai-Foreign IJVs in Thailand. To identify the factors influencing the marketing nperformance of IJVs in Thailand an exploratory factor analysis and a multiple regression analysis were nconducted. The factors having a significant influence on IJV marketing performance were identified as nmarket characteristics, commitment and marketing orientation.

Incentives to export for Australian export market ventures

Purpose – The purpose of this paper is to examine the impact that various incentives to export have on the export marketing performance of Australian export market ventures.Design/methodology/approach – The paper is based on an empirical investigation of firms involved in exporting to foreign countries from Australia. The sample of firms came from a wide cross section of industries. The list of firms comprising the sample is provided by a state government department.Findings – The paper indicates that the export marketing performance of Australian export market ventures is positively influenced by the export incentive of the chance to diversify into new markets.Research limitations/implications – From a methodological perspective, a potential concern may be that the measures are all self‐reported. Consequently, the relationships tested may be susceptible to the influence of common method variance.Practical implications – The importance of diversifying into new markets is identified. Management should cons...

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 barriers and firm internationalisation from an emerging market perspective

This study is concerned with an empirical investigation that explores the barriers to export that emerging market entrepreneurs face when engaging in international business. The data was gathered from a survey of 214 manufacturing firms, headquartered in Malaysia, and considered to be an emerging market. Statistical analysis was carried out using one‐way analysis of variance and the Tukey‐Kramer Multiple Comparison Procedure. The study’s key findings indicate that exporters and non‐exporters perceive the importance of the need to adapt products to meet foreign customer preferences and a lack of capacity dedicated to a continuing supply of exports differently as barriers to export. However, other than those barriers to export the study findings indicate no significant differences in the perceptions of exporters and non‐exporters from an emerging market towards the different barriers to export.

International Entrepreneurship in Lebanon

This article provides a review of Lebanese entrepreneurial business practices since the 1920s. The characteristics of Lebanese culture are covered with special reference to the value systems inherent within Lebanese management practices. The historical development of Lebanese business in the context of management, culture and practices; innovation; individualism and collectivism; the role of government; indigenous entrepreneurs; education and training; and internationalization of Lebanese business is also reviewed via the literature and selected case studies. It is clear that the historical development of domestic business in Lebanon is unique and has been influenced by the civil war to a large extent and Lebanon’s previous trading relationships with its Arab neighbours.

Export Incentives and International Entrepreneurship in Malaysian Firms

This study explores Malaysian entrepreneurs incentives to export when engaging in international business. The data gathered were based on a survey of 214 Malaysian manufacturing firms. Statistical analysis was carried out using one-way analysis of variance. With the exception of a ‘decline in the value of currency relative to foreign markets’, the results indicate no significant differences in the perceptions of exporters and non-exporters towards the various incentives to export. Thirteen of the export incentives tested in this study were deemed to be significant to Malaysian entrepreneurs. These were: reduction of tariffs in target countries; attractive export incentives provided by the home country government; the presence of export-minded management; expectation of economies of scale resulting from added volume of trade; favourable sales and profit opportunities in foreign markets; chance to diversify into new markets; receipt of voluntary orders from foreign buyers; availability of profitable ways to ship to foreign markets; eased product regulations in target countries; opportunity to reduce inventories; moves by domestic competitors to export; decline in the value of currency relative to foreign markets; and entry of foreign competitors into the domestic market.