Export intensity and marketing in transition economies: Evidence from China

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 us...

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Veröffentlicht in:Industrial marketing management 2011-05, Vol.40 (4), p.593-602
Hauptverfasser: Ellis, Paul D., Davies, Howard, Wong, Ada Hiu-Kan
Format: Artikel
Sprache:eng
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Zusammenfassung: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. ► In transition economies export exposure aids the acquisition of marketing know-how. ► Export intensity is positively related to development of new and better products. ► Export intensity is also positively related to customer orientation. ► In transition economies, marketing know-how positively affects firm performance.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2010.10.003