Marketing Barriers and Export Performance: A Strategy Categorization Approach in the Vietnamese Seafood Industry

Asian Journal of Business Research, Vol. 3, No. 1, 2013

15 Pages Posted: 29 Oct 2013

See all articles by Ho Tuu

Ho Tuu

Nhatrang University - Faculty of Economics

Svein Ottar Olsen

Universitetet i Tromsø - Norges Fiskerihøgskole

Date Written: October 28, 2013

Abstract

This study tests the combined effect of five marketing barriers (product, price, distribution, logistics, and promotion) on the export performance of Vietnamese seafood companies. Representative cross-sectional data on business managers of seafood companies in the Mekong Delta, Vietnam, are used to validate construct measures and test hypotheses. The results indicate that, except for the promotion barrier, the barriers of product, price, distribution, and logistics have a significant negative impact on export performance. Based on the relative importance of the different marketing barriers, seafood firms should firstly focus on quality improvements in order to improve their export performance.

Keywords: Marketing barriers, Export performance, Seafood industry, Vietnam

Suggested Citation

Tuu, Ho and Olsen, Svein Ottar, Marketing Barriers and Export Performance: A Strategy Categorization Approach in the Vietnamese Seafood Industry (October 28, 2013). Asian Journal of Business Research, Vol. 3, No. 1, 2013. Available at SSRN: https://ssrn.com/abstract=2346361

Ho Tuu

Nhatrang University - Faculty of Economics

Vietnam

Svein Ottar Olsen (Contact Author)

Universitetet i Tromsø - Norges Fiskerihøgskole ( email )

Tromso, N-9037
Norway

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