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

Kui, Juan Tiang (2015) Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment. DBA thesis, Universiti Utara Malaysia.

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Abstract

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.

Item Type: Thesis (DBA)
Uncontrolled Keywords: Marketing adaptation strategy, export performance, market turbulence, competitive intensity, Malaysian manufacturers.
Subjects: T Technology > TS Manufactures > TS155-194 Production management. Operations management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 21 Dec 2015 07:10
Last Modified: 12 Apr 2016 06:52
URI: http://etd.uum.edu.my/id/eprint/5337

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