Marketing control and export success : an exploratory study of exporting firms in the People's Republic of China

Gabriel OGUNMOKUN, Ling Yee LI

Research output: Journal PublicationsJournal Article (refereed)

2 Citations (Scopus)

Abstract

This paper provides the results of an exploratory study that examined whether there are significant differ ences between the levels of strategic marketing-mix control practised by exporting firms when they were successful in their export ventures versus when they were unsuccessful. The study found that export success is significantly related to the extent to which the home office managers control marketing-mix activities in their foreign export markets.
Original languageEnglish
Pages (from-to)167 - 176
Number of pages10
JournalGlobal Business Review
Volume2
Issue number2
DOIs
Publication statusPublished - Aug 2001
Externally publishedYes

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