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• W1396589 abstract "AN EMPIRICAL INVESTIGATION OF THE ROLE OF MARKETING FOR SMALL EXPORTERS The magnitude and persistence of the U.S. international trade deficit has been a cause for concern among policy makers for many years. Given the attempts by U.S. trade negotiators to remove other nations' trade barriers, import restriction by the U.S. is obviously not a politically viable means to reduce this deficit. As a result, the U.S. Department of Commerce and other government agencies have introduced export promotion programs (e.g., the International Trade Administration's E awards for excellence in exporting and the Export Now campaign) to boost U.S. exports and narrow the import-export gap. Many of these programs have focused on small business; however, some programs have enjoyed only limited success (Kedia and Chhokar 1986). While the performance of small exporters has been quite disheartening over the past few decades--only a very small percentage of companies with export potential actually export--more recent studies show a somewhat brighter picture. The U.S. Small Business Export Expansion Act (1980) states that it is in the national interest to engage small business participation in the international and there are reports of an increasing contribution from small-to medium-sized exporters. In 1988, these accounted for 20 percent of all U.S. exports (Holstein 1989). Additionally, recent evidence indicates that these smaller American firms are achieving sustained (15-20 percent) growth in export sales and that 70 percent expect their international sales to continue growing at this pace for the next five years (Knowlton 1988). In fact, in the view of Holstein (1989), big-league exporters, which number about 3,600, have used nearly all their spare capacity and lack the will to invest in more. Thus, recent success in curtailing the growth of the trade deficit has depended in large part on the sustained performance of small exporters. Little is known, however, about how successful these small exporters have been. From the small business person's perspective, the key issues are how to secure a foothold in foreign markets and how to expand these markets. As small businesses become more active in international markets, they will undoubtedly encounter some major roadblocks. While some may be unavoidable, others can be anticipated and avoided. Knowing how others have dealt with these roadblocks would be useful to small entrepreneurs who are likely to have more limited resources than traditional U.S. exporters (large multinational corporations). Entrepreneurs need to know, for example, whether small and large exporters operate in fundamentally different ways and what ways work best for the small exporter. The following is a review of previous research on these issues. RESEARCH Much empirical research has investigated the determinants of export success. With a few exceptions (e.g., Miesenbock 1988, Aaby and Slater 1989, Tybjec 1990) most studies have focused on the relatively few major exporters that have accounted for a large share of U.S. exports. While some researchers (Czinkota and Johnston 1983) have investigated the size of a firm as a variable that may affect performance, they have not specifically studied the unique problems of small exporters. Clearly, the success factors for large firms and small firms are unlikely to be the same. Additionally, while many studies (Axinn 1988) have analyzed the effect of firm-specific characteristics (size, organizational commitment, products exported, etc.) on the export success of firms, very few have offered insight into specific marketing strategy variables associated with export success. Other studies have examined the relationship between export marketing strategy and export performance, including such marketing variables as market segmentation and pricing (Piercy 1981). A study of manufacturing firms in Wisconsin (Bilkey and Tesar 1977) reports that small exporting firms' problems include inadequate financing, foreign government restrictions, lack of business connections, insufficient knowledge of foreign selling, and difficulty in gaining distribution access. …" @default.
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• W1396589 title "An Empirical Investigation of the Role of Marketing for Small Exporters" @default.
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