1999•Journal of Marketing ManagementRequires access

The Effects of Export Stimulation: Implications for Export Performance

David B. Stewart, Andrew McAuley

Abstract

The relationship between initiating export stimuli and export performance is examined within the context of four specific types of export marketing strategies. The nature of the export stimulus is seen to be associated with performance for some types of strategy but not for all. Consequently, export marketing strategy acts as a moderator of the relationship between export stimuli and the performance of an export venture.

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Key concepts: Export performance, Export marketing, Business, Moderation, Stimulus (psychology), Marketing, Context (archaeology), International marketing