Technology profiles and export marketing strategies

This paper defines four different profiles which reflect the nature and level of a firm's technological involvement in exporting and foreign sales. It is also possible to characterize a firm's export marketing strategy along a reactive-proactive continuum. Technology profiles and marketing...

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Bibliographic Details
Published in:Journal of business research 1984-01, Vol.12 (2), p.183-194
Main Authors: Suzman, Cedric L., Wortzel, Lawrence H.
Format: Article
Language:English
Subjects:
Exports
Innovations
International trade
Market strategy
Marketing
Product differentiation
Product lines
R&D
Research & development
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Summary:This paper defines four different profiles which reflect the nature and level of a firm's technological involvement in exporting and foreign sales. It is also possible to characterize a firm's export marketing strategy along a reactive-proactive continuum. Technology profiles and marketing strategies are then linked together to suggest the optimal approach to developing overseas markets for a given type of firm. A number of essential requirements for successful export marketing are also described. It is suggested that success requires a combination of innovation, adaptation, and an appropriately selected marketing strategy.
ISSN:0148-2963
1873-7978
DOI:10.1016/0148-2963(84)90005-5