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Full-Text Articles in Marketing
Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland
Foreign Market Entry Strategies Of Japanese Mncs, Charles R. Taylor, Shaoming Zou, Gregory E. Osland
Gregory E. Osland
While much prior research has focused on Japanese multi‐national corporations’ (MNCs) marketing strategies, little is known about the factors that influence Japanese MNCs’ foreign market entry mode choice. In this study, a survey of Japanese MNCs is conducted in order to assess the factors that are the most influential in the foreign market entry decisions of Japanese MNCs. Using bargaining power theory, eight factors are identified in the study. The findings indicate that five of the eight factors (stake of the host country, need for local contribution, riskiness of the host country, resource commitment, and host government restrictions) are significant …
The Antecedents Of Export Marketing Performance: An Australian Perspective, Craig C. Julian, Aron O'Cass
The Antecedents Of Export Marketing Performance: An Australian Perspective, Craig C. Julian, Aron O'Cass
Dr Craig C Julian
This study considers a comprehensive set of potential determinants of export marketing performance and the unit of analysis is the individual product-market export venture. Data were gathered via a mail survey of firms exporting from Queensland, Australia. The firms comprising the sample came from a wide cross section of industries including agriculture, mining, light industries, metal-working, electronics, chemical and the services industries. The results support the contention that export marketing strategy, firm-specific characteristics and market characteristics were the significant determinants of export marketing performance.