Developing an Australian model of export marketing performance determinants
Compares and contrasts the Australian and international literature which has examined the determinants of export performance with a view to developing a model which will assist in improving what is generally considered to be low levels of achievement by Australian exporters. Based on a subjective evaluation of the international literature classifies export performance determinants into four categories of determinants - tangible (e.g. product, technology, distribution), attitudinal, skill and knowledge. Combines these determinants into a simple explanatory model process for the Australian literature. Concludes, after comparison of the two literatures that such differences as exist are a matter of degree rather than kind. Lack of prior experience and a poor perception of the potential benefits appear to inhibit Australian involvement and are reflected in low confidence levels. Modifies the original model to address these issues, giving greater emphasis to a long-term perspective and the attitudinal and skill based factors. Suggests that greater familiarity with the extant body of knowledge dealing with export performance determinants is needed to achieve the necessary attitudinal change and commitment to exporting which underpins success in domestic markets.
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