Search results for "Export marketing"
showing 3 items of 3 documents
Ecommerce drivers and marketing partnerships in successful export marketing of Finnish born globals
2015
This study examines the utilization of ecommerce and marketing partnerships as part of born global internationalization strategies. The study will combine the existing literature of born global internationalization, export marketing strategies and ecommerce as part of internationalization to form an understanding on how two Finnish health and welfare sector born globals internationalize, and how ecommerce drivers affect their internationalization. Because of the explorative nature of the study, the research was conducted as a case study. The main theoretical background consists of ecommerce and export marketing strategy research (Bell & Loane, 2010; Gregory et al., 2007; Karavdic & Gregory,…
Implications of the Marketing Strategy for Exporting MSEs from Developing Economies
2010
Purpose: This paper reviews the export literature and identifies the marketing challenges faced by exporting MSEs from developing economies. The paper further explores ways in which MSEs can adjust their marketing strategies to circumvent the challenges faced. Design/methodology/approach: It reviews both theoretical and empirical perspectives in export performance globally and with a special focus on studies done in developing economies. The literature synthesis is done in order to develop a conceptual model which will be used as guidance in future research. Findings: Previous studies have shown several types of marketing challenges which are faced by MSEs from developing economies. These a…
Export Barriers and Competitiveness of Developing Economies: The Case of the Ethiopian Leather Footwear Industry
2017
Export competitiveness is an important success factor for developing economies. However, several barriers can prevent firms from exporting. This study empirically investigates export barriers in the Ethiopian leather footwear industry. We identify 10 conceptually linked barriers that are prevalent in the industry. Whereas some of the export barriers are in line with previous research, we find several new barriers such as logistics and export marketing. On the firm level, we identify different clusters of firms that are facing specific sub-sets of barriers. Depending on cluster membership, management must focus on certain export barriers for increasing competitiveness.