Links between the Linguistic Ability and International Experience of Export Managers and their Export Marketing Intelligence Behaviour

Abstract

This article presents the results of qualitative and quantitative investigations into the international background and language skills of export managers in small and medium-sized enterprises (SMEs), and their export marketing intelligence behaviour. In doing so, it attempts to shed light on the relationship between these two sets of factors, both of which have been identified as affecting export performance. At the quantitative stage, non-parametric statistical analyses were used to identify profiles of export managers’ information gathering, information use and decision-making activities, based on their linguistic ability, their experience of working or living overseas and their exporting experience. The research provides guidelines for SME employers who wish to match export managers’ market intelligence styles with their firms’ overseas market objectives.