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Profiling Managers to Improve Export Promotion Targeting

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  • Brendan J Gray

    (University of Otago)

Abstract

One of the major criticisms of government export promotion schemes in many countries is that they tend to be poorly targeted. Awareness levels about export schemes among managers of companies at exporting or pre-exporting stages of internationalization are often quite low, and the perceived usefulness of schemes may decline as companies internationalize and their needs become more specific. One solution may be to develop a better understanding of the needs of managers who make export market development decisions, and to target segments of managers (rather than companies) who share similar strengths and weaknesses. This study attempts to address these concerns by devising a typology of senior international marketing managers. The most senior marketing decisionmakers in a broad, multi-industry sample of New Zealand exporting firms were surveyed. The results of the cluster analysis suggest that groups of managers who share similar characteristics can be identified and profiled, based on shared international business attitudes and similar levels of knowledge and skills. This appears to be a useful method of segmenting international marketing managers to determine what sort of educational and export assistance particular groups may require.© 1997 JIBS. Journal of International Business Studies (1997) 28, 387–420

Suggested Citation

  • Brendan J Gray, 1997. "Profiling Managers to Improve Export Promotion Targeting," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(2), pages 387-420, June.
    • Handle: RePEc:pal:jintbs:v:28:y:1997:i:2:p:387-420
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    Cited by:

    1. Manolopoulos, Dimitris & Chatzopoulou, Erifili & Kottaridi, Constantina, 2018. "Resources, home institutional context and SMEs’ exporting: Direct relationships and contingency effects," International Business Review, Elsevier, vol. 27(5), pages 993-1006.
    2. Navarro-García, Antonio & Sánchez-Franco, Manuel J. & Rey-Moreno, Manuel, 2016. "Relational governance mechanisms in export activities: Their determinants and consequences," Journal of Business Research, Elsevier, vol. 69(11), pages 4750-4756.
    3. Stucki, Tobias, 2016. "How the founders’ general and specific human capital drives export activities of start-ups," Research Policy, Elsevier, vol. 45(5), pages 1014-1030.
    4. Navarro, Antonio & Losada, Fernando & Ruzo, Emilio & Díez, José A., 2010. "Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance," Journal of World Business, Elsevier, vol. 45(1), pages 49-58, January.
    5. Niklas Åkerman, 2015. "International opportunity realization in firm internationalization: Non-linear effects of market-specific knowledge and internationalization knowledge," Journal of International Entrepreneurship, Springer, vol. 13(3), pages 242-259, September.
    6. Ayob, Abu H. & Freixanet, Joan, 2014. "Insights into public export promotion programs in an emerging economy: The case of Malaysian SMEs," Evaluation and Program Planning, Elsevier, vol. 46(C), pages 38-46.
    7. Montgomery, David B. & Lages, Luis Filipe, 2001. "Export Assistance, Price Adaptation to the Foreign Market, and Annual Export Performance Improvement: A Structural Model Examination," Research Papers 1700, Stanford University, Graduate School of Business.
    8. Joan Freixanet, 2014. "Innovation and internationalization: relationship and implications for management and public policy," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 2(2), pages 57-75, December.
    9. Love, James H. & Roper, Stephen & Zhou, Ying, 2016. "Experience, age and exporting performance in UK SMEs," International Business Review, Elsevier, vol. 25(4), pages 806-819.
    10. Jiang, Fuming & Travaglione, Tony & Liu, Li Xian & Li, Jizhong, 2021. "When does the global mindset affect headquarters–subsidiary relationships?," Journal of Business Research, Elsevier, vol. 136(C), pages 523-542.
    11. Freixanet, Joan, 2022. "Export promotion programs: A system-based systematic review and agenda for future research," Journal of World Business, Elsevier, vol. 57(4).
    12. Wilkinson, Timothy & Brouthers, Lance Eliot, 2006. "Trade promotion and SME export performance," International Business Review, Elsevier, vol. 15(3), pages 233-252, June.
    13. Freixanet, Joan, 2012. "Export promotion programs: Their impact on companies’ internationalization performance and competitiveness," International Business Review, Elsevier, vol. 21(6), pages 1065-1086.
    14. Stoian, Maria-Cristina & Rialp, Alex & Rialp, Josep, 2011. "Export performance under the microscope: A glance through Spanish lenses," International Business Review, Elsevier, vol. 20(2), pages 117-135, April.
    15. Acedo, Francisco J. & Jones, Marian V., 2007. "Speed of internationalization and entrepreneurial cognition: Insights and a comparison between international new ventures, exporters and domestic firms," Journal of World Business, Elsevier, vol. 42(3), pages 236-252, September.
    16. Escandón Barbosa, Diana Marcela & Hurtado Ayala, Andrea, 2017. "El compromiso exportador en Colombia: un análisis de redes neuronales || Export Commitment in Colombia: An Analysis of Neural Networks," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 24(1), pages 362-388, Diciembre.
    17. Kahiya, Eldrede T., 2020. "Context in international business: Entrepreneurial internationalization from a distant small open economy," International Business Review, Elsevier, vol. 29(1).
    18. Joan Freixanet & Gemma Renart & Alex Rialp-Criado, 2018. "The Impact of Managers’ Global Orientation on SME Export and Economic Performance," Management International Review, Springer, vol. 58(4), pages 571-604, August.
    19. Casillas, José C. & Acedo, Francisco J. & Barbero, José L., 2010. "Learning, unlearning and internationalisation: Evidence from the pre-export phase," International Journal of Information Management, Elsevier, vol. 30(2), pages 162-173.
    20. Casillas, Jose C. & Barbero, Jose L. & Sapienza, Harry J., 2015. "Knowledge acquisition, learning, and the initial pace of internationalization," International Business Review, Elsevier, vol. 24(1), pages 102-114.
    21. Khavul, Susanna & Pérez-Nordtvedt, Liliana & Wood, Eric, 2010. "Organizational entrainment and international new ventures from emerging markets," Journal of Business Venturing, Elsevier, vol. 25(1), pages 104-119, January.
    22. María Jesús Ruiz Fuensanta, 2004. "Further insights into exporter profiles: a classificatory model," ERSA conference papers ersa04p42, European Regional Science Association.
    23. Kahiya, Eldrede T., 2024. "A problematization review of export assistance: Debates and future directions," International Business Review, Elsevier, vol. 33(1).

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