Firms in transition economies face a common adaptation problem of having to compete within increasingly marketized environments. This creates a need for managers to learn skills associated with marketing, such as those pertaining to the development of new and better products. Although distance is usually a barrier to learning, we propose that in exchange situations involving transition economy firms, the benefits of long-distance trade may outweigh the costs of knowledge acquisition. We find support for this proposition in this study by establishing a link between the export intensity of Chinese exporters and their acquisition of marketing know-how. We also find evidence that the marketing knowledge of transition economy firms has a positive effect on overall performance.
- Export intensity
- international marketing
- transition economies
ELLIS, P. D., DAVIES, H., & WONG, H. K. A. (2011). Export intensity and marketing in transition economies : evidence from China. Industrial Marketing Management, 40(4), 593-602. https://doi.org/10.1016/j.indmarman.2010.10.003