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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651330410539648
- Publisher site
- See Article on Publisher Site
Abstract
The relationship between export marketing strategies and export performance is examined in Korea under the strategy‐environmental co‐alignment theoretical perspective put forth previously. A sample of managing directors of electronics exporters in Korea is used to test the hypotheses. Results indicate that the adaptation of products to foreign customers’ tastes, adjustment of export prices to foreign market conditions, direct exporting, and trade promotions toward overseas distributors positively influence the performance of Korea exporters. Expenditure on overseas advertising was not found to influence export performance. Implications for marketing practitioners and academics are addressed.
Journal
International Marketing Review – Emerald Publishing
Published: Jun 1, 2004
Keywords: Marketing strategy; Exports; International trade; Electronics industry; Republic of Korea