A Bibliographic Research on Export Marketing- A Strategic Model for Export Performance

Abstract

The present study discusses existing knowledge in export marketing which includes the relationship between
internal and external factors, marketing strategy and export performance. The objectives of the study are to elicit research findings of different authors concerning the impact of export marketing strategy on export performance. A review of several determinants of export performance is presented. At the internal level, firm's characteristics, management characteristics and product characteristics have been studied. At the external level, determinants like industry characteristics, export market characteristics are considered as a part of the study. In relation to internal and external factor the impact of degree of marketing mix adaptation/ standardisation on export performance is also studies, the marketing mix which have been discussed are, product, promotion, distribution and price.