Export Marketing Performance: A Study of Thailand Firms

Abstract

This study identifies the statistically significant predictors of export marketing performance for Thai export firms. The export performance scale developed by Cavusgil and Zou (1994) is refined and tested in Thailand. A set of potential determinants of export marketing performance is considered and the unit of analysis is the individual product-market export venture. The data for this study were collected from a mail questionnaire survey of 1,000 Thai export firms in Thailand. The sample consisted of 151 small to medium sized enterprises (SMEs). The results support the contention that competition, commitment, export market characteristics and product characteristics are the statistically significant predictors of export marketing performance for Thai export firms.

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