Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Export of Industrial Goods to Europe: The Case of Large Taiwanese Firms

Export of Industrial Goods to Europe: The Case of Large Taiwanese Firms Two questions are addressed by examining large Taiwanese firms: (1) What is the current nature of Taiwanese firms exporting industrial goods to Europe? and (2) How do Taiwanese exporters promote their industrial products in Europe? The empirical results show that exporters tend to have more employees and tend to be in business for a shorter period of time than non‐exporters. Exporting firms prefer to adopt a personalised approach to developing European business and prefer to export to countries with large market size and positive country image. In terms of promotional activities, Taiwanese exporters use international personal selling and sales promotion more frequently than international advertising and publicity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Export of Industrial Goods to Europe: The Case of Large Taiwanese Firms

Loading next page...
 
/lp/emerald-publishing/export-of-industrial-goods-to-europe-the-case-of-large-taiwanese-firms-MS2AaTVo2u
Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000624
Publisher site
See Article on Publisher Site

Abstract

Two questions are addressed by examining large Taiwanese firms: (1) What is the current nature of Taiwanese firms exporting industrial goods to Europe? and (2) How do Taiwanese exporters promote their industrial products in Europe? The empirical results show that exporters tend to have more employees and tend to be in business for a shorter period of time than non‐exporters. Exporting firms prefer to adopt a personalised approach to developing European business and prefer to export to countries with large market size and positive country image. In terms of promotional activities, Taiwanese exporters use international personal selling and sales promotion more frequently than international advertising and publicity.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 1991

Keywords: Export; Large companies; Sales promotion; Taiwan

There are no references for this article.