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...
Gespeichert in:
Veröffentlicht in: | Industrial marketing management 2011-05, Vol.40 (4), p.593-602 |
---|---|
Hauptverfasser: | , , |
Format: | Artikel |
Sprache: | eng |
Schlagworte: | |
Online-Zugang: | Volltext |
Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
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 |