Strategic marketing planning process and variation in export performance: a case of exporting firms in China.
by Gabriel O. Ogunmokun, Ling-yee Li
J. for International Business and Entrepreneurship Development (JIBED), Vol. 2, No. 2, 2004

Abstract: Despite the continuing high level of interest in the concept of strategic marketing planning, very little research has been done to examine whether the extent to which the components of the strategic marketing planning process are carried out by exporters could explain variations in export performance. This paper aims to present the results of a study that addressed whether there are significant differences in the extent to which successful exporting firms versus unsuccessful exporting firms carried out the various strategic marketing planning activities. The study also examined the strategies used in the commercialisation of the successful versus unsuccessful export ventures.

Online publication date: Tue, 27-Sep-2005

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