Mohamad, Osman and N. Wheeler, Colin
(1996)
Comparing High, Moderate And Low Performance
Exporters: Evidence From Malaysia.
Asian Academy of Management Journal (AAMJ), 1 (2).
pp. 1-16.
ISSN 1394-2603
Abstract
The industrialisation strategy which aimed at diversifying the Malaysian economic base
saw the rising importance of the manufacturing sector in terms of employment and export
earnings. Exporting shifted from being an option to a strategic imperative for firms in the
manufacturing sector when the Industrial Master Plan (1985) was launched. The current
national policy is to export to non-traditional markets. While competing on cost
competitiveness is continued to be emphasised, the exporting firms are also encouraged to
upgrade their marketing skills. This paper reports the findings of a study on Malaysian
firms' export marketing behaviour and performance.
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