Export intensity and marketing in transition economies : evidence from China

Paul D. ELLIS, The Hong Kong Polytechnic University, Hong Kong
Howard DAVIES, Hong Kong Polytechnic University, Hong Kong
Hiu Kan, Ada WONG, Lingnan University, Hong Kong

Copyright © 2010 Elsevier Inc

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Firms in transition economies face a common adaptation problem of having to compete within increasingly marketized environments. This creates a need for managers to learn skills associated with marketing, such as those pertaining to the development of new and better products. Although distance is usually a barrier to learning, we propose that in exchange situations involving transition economy firms, the benefits of long-distance trade may outweigh the costs of knowledge acquisition. We find support for this proposition in this study by establishing a link between the export intensity of Chinese exporters and their acquisition of marketing know-how. We also find evidence that the marketing knowledge of transition economy firms has a positive effect on overall performance.