THE Influences of Export Marketing Strategies on Export Performance: A Comparison between Own-Brand-Exporting Industrial & Consumer Goods SMEs

This study compared the influences of export marketing strategies(i.e., product adaptation, promotion adaptation, breadth of product offering and price competitiveness) on export performance(i.e., financial and strategic performance) between own-brand exporting industrial and consumer goods SMEs. 177 cases of industrial-goods and 68 cases of consumer-goods SMEs were surveyed and analyzed in this study. The results of the present study indicate that own-brand exporting industrial-goods SMEs’ use of product standardization, promotion adaptation, and price competitiveness strategies increased their financial performance. In addition, these SMEs’ utilization of promotion adaptation strategy, more focused product assortment, and price competitiveness enhanced their strategic performance. In the case of own-brand exporting consumer-goods SMEs, the use of promotion adaptation and price competitiveness strategies increased their financial performance; pursuing product adaptation strategy increased their strategic performance.