Yvonne BRODRECHTOVA IUFRO Division 5 Conference 5.10.00 Forest Products Marketing & Business Management.

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Presentation transcript:

Yvonne BRODRECHTOVA IUFRO Division 5 Conference Forest Products Marketing & Business Management

2 Albert-Ludwig-University Freiburg Institute of Forest and Environmental Policy Markets and Marketing Section Tennenbacher Str Freiburg Germany Types of Export Marketing Strategies – The Case of Forest Products Industries in Slovakia Yvonne BRODRECHTOVA*, Michel BECKER and Heiner SCHANZ Slovakia European Union

Aim of work and methods 3 To fill the empirical and theoretical research gap on export marketing strategy (EMS) types of forest products companies in transition countries by using:  Marketing strategy approach adopted from forest marketing research on western developed countries  Exploratory case study with qualitative and quantitative methodology

Results Type 1: PRODUCT ORIENTED (Product-Customer-Quality-Price) Type 2+5: PRODUCT&CUSTOMER ORIENTED (Product-Customer-Quality-Channels of Sale-Channels of Promotion (Type 2)- Market share (Type 5) Type 3: PRICE ORIENTED (Price-Channels of Sale-Market Area- Product-Customer-Quality) Type 4: PRICE ORIENTED* ( Price-Quality-Product-Market Share- Channels of Sale-Channels of Promotion) 4 Fig.1: Plots from factor analysis of eight cluster grouping variables Type 2 Type 1 Type 4 Type 3 Type 5 Component 1 Component 2 *Difference between Type 3 and 4 lies in different dimensions with the same price focus Underlining dimensions of EMS types:

Empirical findings: Deductive arrived multi-dimensional construct of four EMS Distinction lie between local and foreign firms’ decisions concerning: -Product and its Quality, Customer, Price and Channels of Sale for local firms -Product and its Quality, Market Share and Price for foreign entrants However, the main origins of competitive advantage are almost the same for whole exporting forest products sector in Slovakia: Quality, Price, Business Ethic, Quick respond to customer needs and wants Theoretical findings: The dependency and independency of EMS determinants is not always clear: the price and product are rather perceived as independent than dependent variables EMS evaluation with comparable studies (work in process) Conclusions 5