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South African Journal of Economic and Management Sciences

On-line version ISSN 1015-8812

S. Afr. j. econ. manag. sci. vol.11 n.1 Pretoria Apr. 2008

 

ARTICLES

 

South African exporter performance: New research into firm-specific and market characteristics

 

 

Christopher MayI; Charles O'NeillII

IDepartment of Management, University of the Western Cape
IISchool of Management, University of KwaZulu-Natal

 

 


ABSTRACT

The export marketing performance of any firm is influenced by a multitude of different factors. Given the multi-faceted nature of the export market, this research study investigated specific factors such as how firm-specific characteristics, product characteristics, market characteristics and export marketing strategies impact on the export marketing performance of South African manufacturing firms. Some of the findings of this research study indicated that firm size, investment commitment and careful planning, as firm-specific characteristics, had a significant influence on export marketing performance. The relationship between export experience and export marketing performance was insignificant. The degree of pricing adaptation and product adaptation had a significant effect on export marketing performance, while this was not the case with respect to the degree of promotion adaptation and distributor support.

JEL: F14, M31, P45

 

 

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