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Strategic Export Marketing – Achieving Success in a Harsh Environment

Part 6. International Marketing

  1. Constantine S. Katsikeas1,
  2. Leonidas C. Leonidou2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06003

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Katsikeas, C. S. and Leonidou, L. C. 2010. Strategic Export Marketing – Achieving Success in a Harsh Environment. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. 1

    Leeds University Business School, Leeds, United Kingdom

  2. 2

    University of Cyprus, Nicosia, Cyprus

Publication History

  1. Published Online: 15 DEC 2010


Sound export strategies are critical in achieving success in today's harsh business environment. This article highlights the process of formulating such strategies. As a starting point, the firm has first to gain appropriate resources and capabilities that are conducive to exporting. It is also important to identify opportunities and threats from an analysis of both the foreign task environment and the macroenvironment. Following this assessment of the internal and external situation, the next step is to select the most attractive foreign countries to enter, as well as target the most promising customer groups within each market. Clear, measurable, and achievable objectives have then to be set for the whole export operation, and then these are to be broken down for each country and customer group selected. To achieve the objectives set, a strategy has to be proposed for each of the elements of the marketing mix (i.e., product, price, distribution, logistics, and promotion). To effectively and efficiently execute the export marketing strategy, it is crucial to have a proper export department staffed with adequate personnel, and managed by capable people. Finally, it is essential to set up a mechanism for controlling the implementation of the marketing strategy and to prepare contingency plans.


  • exporting;
  • strategy;
  • export marketing;
  • global business;
  • marketing plan