Export Strategy and Performance

Abstract

Abstract Emerging markets, such as those in East Asia, present many opportunities for international trade. Understanding the strategic marketing decisions of small and medium-sized exporters engaged in international trade with rapidly developing countries is critical for managers that trade or plan to trade in emerging economies. Utilizing a proposed framework, the results of a study examining and comparing strategic marketing decisions and factors that influence those decisions for exporters in a developed market (United States) with exporters in an emerging market (Korea) are presented. The findings show that exporters from Korea experienced more difficulties with strategic marketing decisions, such as developing a reputation and pricing, while exporters from the U. S. had more trouble adapting marketing strategies to market conditions. The Korean exporters also expected to achieve more from their exporting than the U. S. exporters. The results of the study have important implications for managers engaged in international trade with emerging economies.