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Global Business Review
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Marketing Control and Export Success: An Exploratory Study of Exporting Firms in the People's Republic of China

Gabriel Ogunmokun

Department of Information Management and Marketing, University of Western Australia, Nedlands, Perth, Western Australia 6009, Research Centre for International Marketing and Exporting and the Editor of the Journal of International Marketing and Exporting

Ling-yee Li

Department of Management, City University of Hong Kong

This paper provides the results of an exploratory study that examined whether there are significant differ ences between the levels of strategic marketing-mix control practised by exporting firms when they were successful in their export ventures versus when they were unsuccessful. The study found that export success is significantly related to the extent to which the home office managers control marketing-mix activities in their foreign export markets.

Global Business Review, Vol. 2, No. 2, 167-176 (2001)
DOI: 10.1177/097215090100200202
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