The Effect of Export Marketing Capabilities on Export Performance: An Investigation of Chinese Exporters

Shaoming Zou, Eric Fang, Shuming Zhao

Research output: Contribution to journalArticle

Abstract

The primary purpose of this article is to investigate the effect of export marketing capabilities on export performance. Drawing on the resource-based view, the authors develop a model that links an exporter's product development capability, distribution capability, communication capability, and pricing capability with its positional advantages (low-cost advantage and branding advantage) and its performance in the export market. On the basis of a survey of Chinese export ventures, the authors find general support for their proposed model. The authors discuss the theoretical and managerial implications of their findings.

Original languageEnglish (US)
Pages (from-to)32-55
Number of pages24
JournalJournal of International Marketing
Volume11
Issue number4
DOIs
StatePublished - Jan 1 2003
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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