Original Research

South African exporter performance: new research into firm-specific and market characteristics

Christopher May, Charles O'Neill
South African Journal of Economic and Management Sciences | Vol 11, No 1 | a380 | DOI: https://doi.org/10.4102/sajems.v11i1.380 | © 2012 Christopher May, Charles O'Neill | This work is licensed under CC Attribution 4.0
Submitted: 07 May 2012 | Published: 07 May 2012

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Christopher May, North West University, South Africa
Charles O'Neill, University of KwaZulu-Natal

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The export marketing performance of any firm is influenced by a multitude of different factors. Given the multi-faceted nature of the export market, this research study investigated specific factors such as how firm-specific characteristics, product characteristics, market characteristics and export marketing strategies impact on the export marketing performance of South African manufacturing firms. Some of the findings of this research study indicated that firm size, investment commitment and careful planning, as firm-specific characteristics, had a significant influence on export marketing performance. The relationship between export experience and export marketing performance was insignificant. The degree of pricing adaptation and product adaptation had a significant effect on export marketing performance, while this was not the case with respect to the degree of promotion adaptation and distributor support.



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