Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment

The purpose of this study is to determine whether there is a significant relationship between marketing adaptation strategy and export performance among Malaysian manufacturers. The marketing adaptation factors surveyed include product adaptation, pricing adaptation, distribution adaptation and promotion adaptation. Furthermore, this study also examines the moderating effect of external environment on the relationship between marketing adaptation strategy and export performance. The two major external environment factors under study include market turbulence and competitive intensity. In the survey, data were gathered from 163 Malaysian manufacturers through emailed questionnaires and personal interviews. Data were then analysed using descriptive statistics, normality and reliability tests, factor analysis, correlation and multiple regression analyses. The findings suggest significant and positive relationship between marketing adaptation strategy and export performance of Malaysian manufacturers. This is especially so among consumer products manufacturers, large and medium firms, and more export experienced firms. Factors of significance are export product and pricing adaptation strategies while the significant factor in the external environment is market turbulence. The results signify the importance of Malaysian manufacturers adapting their marketing strategies in order to attain competitive advantage over their rivals in the
international market place, leading to a more enhanced export performance. Also of paramount importance is the need to monitor the external market changes over time to provide directions in anticipating and responding to market volatility effectively which in turn will have an impact on export performance. Future research can be extended to be longitudinal to track changes and gain more insights over time. In addition, this study can be replicated in other developing as well as developed economies to facilitate comparisons of results under different conditions.