Year: 1997
Type: article
Abstract: This article is concerned with the export market strategy adapted by manufacturers-exporters in resource- based industries. The characteristics, export performance and marketing strengths of firms adapting a market concentration strategy versus firms adapting a market diversification strategy are investigated. The results show that firms adopting a diversification strategy are larger, have more export experience and higher percentage of foreign equity participation, and achieved better export performance compared to firms adapting a market concentration strategy. The former also exhibits greater commitment to exporting and are significantly different from the latter as regards to sources of marketing competitive strengths.
Source: Malaysian Management Journal
Authors: Osman Mohamad, Colin N. Wheeler
Institutions: Universiti Sains Malaysia, University of Strathclyde
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W106514427