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Determinants of export marketing strategies of forest products companies in the context of transition -- The case of Slovakia

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  • Brodrechtova, Yvonne

Abstract

Determinants of export performance have been extensively examined in the literature. Although marketing strategy is considered to be one of the major determinants of export performance, little attention has been paid to the factors affecting export marketing strategies. Direct empirical evidence pertaining to factors influencing export marketing strategies is lacking not only for developed western countries, but also for the transition countries of Europe. As a consequence of the changes that have taken place in these countries over last 17Â years, the factors influencing export marketing strategies might significantly differ from the factors observed in the developed western countries. Additionally, this situation as it relates to the forest products industries specifically is still unknown. Incorporating insights from the resource-based view of the firm, market-as-network perspective and institutional theory connected by characteristics of transaction costs theory, the objective of this study was to determine deductively, and to subsequently test, the factors influencing export marketing strategies in the forest products industries in the context of Slovakia. A case study approach employing a qualitative methodology using in-depth personal interviews with individual decision makers from forest products companies was chosen to test the framework. The results suggested that generally the physical and relational resources and domestic formal institutions have the most relevant bearing on export marketing strategies. In addition, company history reveals that the years of the transition process are still having an effect.

Suggested Citation

  • Brodrechtova, Yvonne, 2008. "Determinants of export marketing strategies of forest products companies in the context of transition -- The case of Slovakia," Forest Policy and Economics, Elsevier, vol. 10(7-8), pages 450-459, October.
  • Handle: RePEc:eee:forpol:v:10:y:2008:i:7-8:p:450-459
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    Cited by:

    1. Bojnec, Štefan & Fertő, Imre, 2014. "Forestry industry trade by degree of wood processing in the enlarged European Union countries," Forest Policy and Economics, Elsevier, vol. 40(C), pages 31-39.
    2. repec:ers:journl:v:volumexxi:y:2018:i:issue4:p:69-91 is not listed on IDEAS
    3. Zhang, Yijing & Toppinen, Anne & Uusivuori, Jussi, 2014. "Internationalization of the forest products industry: A synthesis of literature and implications for future research," Forest Policy and Economics, Elsevier, vol. 38(C), pages 8-16.
    4. Hossein Rezaie Dolatabadi & Mohammad Hossein Forghani & Seyed Mehdi Tabatabaee & Fatemeh Faghani, 2013. "Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 21-27, July.
    5. repec:ipg:wpaper:2014-129 is not listed on IDEAS
    6. Parhizkar, Omid & Miller, Chad R. & Smith, Robert L., 2010. "Private sector development implications of the export performance determinants of U.S. small-medium forest enterprises to Mexico, Europe, and Asia," Forest Policy and Economics, Elsevier, vol. 12(5), pages 387-396, June.
    7. S. Purwanto & M. Setiawan & F. Rohman & N.K. Indrawati, 2018. "Financial Assistance, Marketing Assistance and Export Commitment to Improve Export Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 69-91.

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