Export intensity and marketing in transition economies : evidence from China

Paul D. ELLIS, Howard DAVIES, Hiu Kan, Ada WONG

Research output: Journal PublicationsJournal Article (refereed)peer-review

34 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)593-602
Number of pages10
JournalIndustrial Marketing Management
Issue number4
Publication statusPublished - 1 May 2011


  • China
  • Export intensity
  • international marketing
  • transition economies


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