Abstract
This study provides empirical support for the importance of a Proactive marketing orientation in driving export success in the uncertain high-tech environment. A survey of small and medium size Canadian high-tech firms demonstrated that Proactive and Conservative export strategies and motivations produced opposite effects on export intensity. Proactiveness involves foreign demand motivations for exporting; foreign market focused marketing research and sales generating approaches. Conservativeness involves secondary research approaches, more passive sales generating strategies and export motivation based on non-foreign market factors such as government incentives.
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© 2015 Academy of Marketing Science
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Collins-Dodd, C., Francis, J. (2015). The Impact of Export Orientation on the Export Performance of High-Tech SMEs. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_19
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DOI: https://doi.org/10.1007/978-3-319-13078-1_19
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13077-4
Online ISBN: 978-3-319-13078-1
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