Indonesia
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AN ANALYSIS OF PRODUCT-MARKET STRATEGY
AND EXPORT PERFORMANCE:
EVIDENCE FROM SME’S IN SAUDI ARABIA
M. Sadiq Sohail, King Fahd University of Petroleum & Minerals
Aref A. Alashban, King Fahd University of Petroleum & Minerals
ABSTRACT
This paper examines the relationship between product and export market characteristics with export marketing strategies and performance of SME’s in Saudi Arabia. Based on an extensive review of literature, a model was developed for the study and hypotheses were formulated.
Empirical research was used to test the hypotheses. Primary data were collected through a survey from a sample of 214 exporting SME’s in Saudi Arabia. Results based on the use of multiple regression procedures suggest that while product and export market characteristics have an impact on export marketing strategy of SME’s in Saudi Arabia. Limited sample size and the generalization of results for the entire Kingdom although the sample are quite limited are the limitations of this study. The findings of this study provides useful insights to SME’s involved in exporting activities in marketing strategy deployment. This study makes a valuable contribution given the fact that there is a dearth of empirical studies c of this nature focusing on Saudi Arabia.
Keywords: export, marketing strategy, performance, SME, Saudi Arabia
INTRODUCTION
Exporting is one of the most common entry modes to international markets. Consequently, exporting and export behaviour have been a primary area of interest in the international marketing field and the focus of extensive marketing literature (for example, Lado et al, 2004; Leonidou et al,
1998). Although past research has established the relationship between marketing strategy and performance in the domestic marketing context, empirical work in the context of export marketing has been scanty and fragmented (Zou and Cavusgil 2002). Leonidou et al (2002) observe that while this stream of research has identified
AN ANALYSIS OF PRODUCT-MARKET STRATEGY
AND EXPORT PERFORMANCE:
EVIDENCE FROM SME’S IN SAUDI ARABIA
M. Sadiq Sohail, King Fahd University of Petroleum & Minerals
Aref A. Alashban, King Fahd University of Petroleum & Minerals
ABSTRACT
This paper examines the relationship between product and export market characteristics with export marketing strategies and performance of SME’s in Saudi Arabia. Based on an extensive review of literature, a model was developed for the study and hypotheses were formulated.
Empirical research was used to test the hypotheses. Primary data were collected through a survey from a sample of 214 exporting SME’s in Saudi Arabia. Results based on the use of multiple regression procedures suggest that while product and export market characteristics have an impact on export marketing strategy of SME’s in Saudi Arabia. Limited sample size and the generalization of results for the entire Kingdom although the sample are quite limited are the limitations of this study. The findings of this study provides useful insights to SME’s involved in exporting activities in marketing strategy deployment. This study makes a valuable contribution given the fact that there is a dearth of empirical studies c of this nature focusing on Saudi Arabia.
Keywords: export, marketing strategy, performance, SME, Saudi Arabia
INTRODUCTION
Exporting is one of the most common entry modes to international markets. Consequently, exporting and export behaviour have been a primary area of interest in the international marketing field and the focus of extensive marketing literature (for example, Lado et al, 2004; Leonidou et al,
1998). Although past research has established the relationship between marketing strategy and performance in the domestic marketing context, empirical work in the context of export marketing has been scanty and fragmented (Zou and Cavusgil 2002). Leonidou et al (2002) observe that while this stream of research has identified