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• W339769375 abstract "ABSTRACT Export earnings are important to the nation's prosperity. Firms should be motivated to venture beyond the domestic market. The capability of performing the marketing function is one of the major catalysts that can spur firms to explore new markets beyond their national boundaries. This study attempts to gauge to what extent various aspects of marketing functions are regularly performed by Indonesian firms. The regularity of performing marketing activities is further investigated based on the firms' propensity to explore or not to explore the possibilities of exporting. The findings suggest that the responding firms are preoccupied with pricing activity. The export intenders are however different from their counterparts that wish to continue servicing domestic market only with respect to the regularity in attending to activities related to the promotion-mix, distribution-mix and product-mix. Policy makers should work closely with the industry players in enhancing their marketing know-how. Joint promotional activities and identification, establishing and maintaining good working relationships with channel members in overseas market are important factors that could facilitate the graduation of non exporters to be players in international markets. Keywords: Marketing Activities, Export Intention, Medium Sized Firms, Manufacturing, Indonesia (ProQuest: ... denotes formulae omitted.) 1. INTRODUCTION Marketing is an important function in the firm. Its contribution to the firm's performance has been widely acknowledged. Capabilities in implementing marketing activities are equally important in the export initiation process (Day and Wensley, 1988; Golden et al., 1995; Ellis, 2005). Exporting firms have been acknowledged to exhibit greater appreciation of marketing compared to non-exporting firms. Nevertheless it can be argued that even among non-exporting firms, there is a variation in the manner in which marketing is practiced. In line with the proposition put forward by Olson and Wiedersheim-Paul (1978) that a firm's motivation to export is even manifested in its pre-export behavior, this study will explore the characteristics and the incidence of performing various marketing activities among firms that are currently servicing the domestic market only. In addition, it will also test the hypothesis that export intenders differ from non-export intenders with respect to the incidence of performing various marketing activities. 2. LITERATURE REVIEW Firms of similar characteristics and exposed to similar stimuli do not respond or behave in the same manner. This could be attributed to resource availability within the firm. In the resourcebased literature, knowledge as a unique resource differs among firms. Firms with superior resources especially marketing knowledge are in a better position not only to exploit opportunities in the domestic market but also extend their business horizon beyond the national boundaries (Tsai and Eisingerich, 2010; Zou et al., 2003). A number of integrated reviews of export literature noted that firms' export involvement is triggered by factors other profit. Exporting firms are more likely to have a better management capabilities and competencies than non exporting firms (Ford and Leonidou, 1991; Aaby and Slater, 1989; Leonidou et al., 1998). As firms' sustainable competitive advantage evolves around marketing capabilities and know-how, it has been established that these factors explain firms' propensity to export and sustain its presence in the overseas markets (Ellis et al., 2010; Sousa et al., 2008). Attention to marketing activities has been found to discriminate between export prone and nonexport prone firms. Similar observations were noted among studies comparing firms that are at different stage of internationalization (Burton and Schlegelmilch, 1987; Lee and Yang, 1990; Leonidou and Katsikeas, 1996; Leonidou, Katsikeas and Samiee, 2002). …" @default.
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• W339769375 date "2011-07-01" @default.
• W339769375 modified "2023-09-24" @default.
• W339769375 title "Incidence of Marketing Activities in Medium-Sized Manufacturing Firms in Indonesia: Comparing Export Intenders and Non-Export Intenders" @default.
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