The Influence of Export Marketing Strategy Determinants on Firm Export Performance: A Review of Empirical literatures Between 1993-2010

Abstract

The growing of global trade and sales activity in the global market cause the increasing attention to the variables effect on firm export performance. However, despite a lot published about determinants of firm export performance, the literatures are characterized by the lack of consensus among researchers as to what constitutes export marketing strategy of firm export performance. As a result, this study reviews the articles published between 1993 and 2010 assesses the effect of export marketing strategy elements on firm export performance. Based upon a comprehensives and systematic literature study, a synthesized model which can be apply for understanding export marketing strategy influence on export to enhance the firm export performance will be eventually designed. In this study the export marketing strategy are classified to price strategy, product strategy, promotion strategy, place strategy. Later, the results of previous studies about detailed analysis on dimensions of export marketing strategy and the relationship between export marketing strategy and firm export performance are mentioned. In addition, a proposed conceptual framework is developed for the researchers who are interested to evaluate this issue in further research.