Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures

Posted On September 27, 2015
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by Cavusgil, S. Tamer, Shaoming Zou Journal of Marketing 58, no. 1 (1994): 1-21

Abstract The marketing strategy-performance relationship in the context of export ventures is investigated. The study presented differs from previous export marketing studies in that: 1. a comprehensive set of potential determinants of export market performance is considered, 2. the unit of… more »