Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment

The purpose of this study is to determine whether there is a significant relationship between marketing adaptation strategy and export performance among Malaysian manufacturers. The marketing adaptation factors surveyed include product adaptation, pricing adaptation, distribution adaptation and prom...

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Main Author:	Kui, Juan Tiang
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	TS155-194 Production management Operations management
Online Access:	https://etd.uum.edu.my/5337/1/s92013.pdf https://etd.uum.edu.my/5337/2/s92013_abstract.pdf
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id	my-uum-etd.5337
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mahmood, Rosli
topic	TS155-194 Production management Operations management
spellingShingle	TS155-194 Production management Operations management Kui, Juan Tiang Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
description	The purpose of this study is to determine whether there is a significant relationship between marketing adaptation strategy and export performance among Malaysian manufacturers. The marketing adaptation factors surveyed include product adaptation, pricing adaptation, distribution adaptation and promotion adaptation. Furthermore, this study also examines the moderating effect of external environment on the relationship between marketing adaptation strategy and export performance. The two major external environment factors under study include market turbulence and competitive intensity. In the survey, data were gathered from 163 Malaysian manufacturers through emailed questionnaires and personal interviews. Data were then analysed using descriptive statistics, normality and reliability tests, factor analysis, correlation and multiple regression analyses. The findings suggest significant and positive relationship between marketing adaptation strategy and export performance of Malaysian manufacturers. This is especially so among consumer products manufacturers, large and medium firms, and more export experienced firms. Factors of significance are export product and pricing adaptation strategies while the significant factor in the external environment is market turbulence. The results signify the importance of Malaysian manufacturers adapting their marketing strategies in order to attain competitive advantage over their rivals in the international market place, leading to a more enhanced export performance. Also of paramount importance is the need to monitor the external market changes over time to provide directions in anticipating and responding to market volatility effectively which in turn will have an impact on export performance. Future research can be extended to be longitudinal to track changes and gain more insights over time. In addition, this study can be replicated in other developing as well as developed economies to facilitate comparisons of results under different conditions.
format	Thesis
qualification_name	Doctor of Business Administration (DBA)
qualification_level	Doctorate
author	Kui, Juan Tiang
author_facet	Kui, Juan Tiang
author_sort	Kui, Juan Tiang
title	Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
title_short	Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
title_full	Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
title_fullStr	Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
title_full_unstemmed	Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment
title_sort	marketing adaptation strategy and export performance of malaysian manufacturers: moderating role of external market environment
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2015
url	https://etd.uum.edu.my/5337/1/s92013.pdf https://etd.uum.edu.my/5337/2/s92013_abstract.pdf
_version_	1747827911459602432
spelling	my-uum-etd.53372021-03-18T08:26:22Z Marketing adaptation strategy and export performance of Malaysian manufacturers: Moderating role of external market environment 2015 Kui, Juan Tiang Mahmood, Rosli Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business TS155-194 Production management. Operations management The purpose of this study is to determine whether there is a significant relationship between marketing adaptation strategy and export performance among Malaysian manufacturers. The marketing adaptation factors surveyed include product adaptation, pricing adaptation, distribution adaptation and promotion adaptation. Furthermore, this study also examines the moderating effect of external environment on the relationship between marketing adaptation strategy and export performance. The two major external environment factors under study include market turbulence and competitive intensity. In the survey, data were gathered from 163 Malaysian manufacturers through emailed questionnaires and personal interviews. Data were then analysed using descriptive statistics, normality and reliability tests, factor analysis, correlation and multiple regression analyses. The findings suggest significant and positive relationship between marketing adaptation strategy and export performance of Malaysian manufacturers. This is especially so among consumer products manufacturers, large and medium firms, and more export experienced firms. Factors of significance are export product and pricing adaptation strategies while the significant factor in the external environment is market turbulence. The results signify the importance of Malaysian manufacturers adapting their marketing strategies in order to attain competitive advantage over their rivals in the international market place, leading to a more enhanced export performance. 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