Building upon the operational path model of Cavusgil and Zou (1994), the direct antecedents to export marketing performance are explored, and the operational model is estimated based on an OLS regression procedure. The overall results support that the export marketing performance of Turkish export ventures is positively correlated with the degree of product adaptation, price competitiveness, support to distributor/subsidiary, firms’ international competence, and commitment to the export venture.
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- A Reexamination of an Operational Model of Export Marketing Strategy-Performance Relationship: An Empirical Study of Turkish Export Ventures
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