KOREASCHOLAR

MARKETING STRATEGY IMPLEMENTATION AND EXPORT PERFORMANCE: STUDY OF ENTREPRENEURIAL FIRMS IN A DEVELOPING ECONOMY

Vita Kadile, Shahin Assadinia
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422322
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.374
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Emerging markets are experiencing immense institutional transformations, which present substantial opportunities and challenges for entrepreneurial firms attempting to grow their businesses. The main challenges arise from the fact that emerging markets are less productive, and uncertainty and risk are high due to less transparency. Consequently, dissimilar to their counterparts in developed markets, entrepreneurial firms in developing economies are characterised by limited internationalisation knowledge and process, which are pivotal for developing export marketing strategy effectively.

Keyword
International EntrepreneurshipMarketing Strategy ImplementationExport PerformanceDeveloping Economy
Author
  • Vita Kadile(Leeds University Business School, University of Leeds, UK)
  • Shahin Assadinia(Norwich Business School, University of East Anglia, UK)