Marketing strategies for increasing the services export performance. The case of developed countries vs. emerging countries

Corina Grigorovici
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Corina Grigorovici: “Dimitrie Cantemir” Christian University Faculty of International Business and Economics, Bucharest, Romania

Revista Tinerilor Economisti (The Young Economists Journal), 2008, vol. 1, issue 11, 53-60

Abstract: The activity of export of services is novel and complex in comparison with the export of goods and the same marketing techniques cannot always be applied as they are applied for the goods. The study develops a framework for examining the export strategies of firms from emerging economies and their performance in foreign markets. The result is that cost-based strategies enhance export performance in developed country markets and differentiation strategies enhance performance in other developing countries. Adapting marketing mix variables to the specific needs of developed country also enhances export performance. The relationship between geographical diversification and export performance is nonlinear.

Keywords: marketing strategy; services; export; differentiation; cost-leadership; developed countries; emerging countries; performance (search for similar items in EconPapers)
JEL-codes: M00 M3 (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:aio:rteyej:v:1:y:2008:i:11:p:53-60

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