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      Export Marketing Behaviour of Resource-Based Firms in Malaysia

      1 ,

      Malaysian Management Journal

      UUM Press

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          Abstract

          This article is concerned with the export market strategy adapted by manufacturers-exporters in resource- based industries. The characteristics, export performance and marketing strengths of firms adapting a market concentration strategy versus firms adapting a market diversification strategy are investigated. The results show that firms adopting a diversification strategy are larger, have more export experience and higher percentage of foreign equity participation, and achieved better export performance compared to firms adapting a market concentration strategy. The former also exhibits greater commitment to exporting and are significantly different from the latter as regards to sources of marketing competitive strengths.  

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          Author and article information

          Contributors
          Malaysia
          United Kingdom
          Journal
          Malaysian Management Journal
          UUM Press
          February 10 2020
          : 2
          : 13-23
          Affiliations
          [1 ]Universiti Sains Malaysia Pulau Pinang, Malaysia
          Article
          10.32890/mmj.2.2.1997.8544

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