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    When and how managerial ties and institutional distance matters for export venture performance in a digital age : an emerging market perspective : a thesis presented in fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand
    (Massey University, 2022) Sima, Herbert
    Despite the recent research on export performance, research is still unclear about what and how drives export performance in the digital age, especially for firms from emerging markets. Given the unprecedented and rapid environmental changes globally, exporting firms from emerging markets have encountered serious strategic issues. To overcome the challenges caused by cross-market institutional environment distance, social networking theory suggests that emerging market export firms need to rely on different managerial ties (host market business and political ties, home market ties and intrafirm ties) when conducting business in foreign host markets. Drawing on resource integration and innovation, social networking theory, digital technology, social media, institutional theory and export venture performance literature, in this thesis I have developed a series of conceptual models that have addressed the key research gaps in the extant literature. This thesis consists of three papers. Paper 1 is a conceptual study that outlines the contingent role of managerial ties in the resource integration-export venture innovation framework concerning emerging market export ventures. Paper 1 provides a platform for further empirical exploration, in relation to resource integration, managerial ties and export venture innovation. In Paper 2, I explore and examine the contingent effect of managerial ties in the digital market technology-export venture performance framework. In Paper 3, I further uncover the contingent effect of the institutional environment in the social media platform-export venture performance framework. The studies in Papers 2 and 3 are conducted based on the empirical evidence of 251 Chinese manufacturing firms’ export ventures. The results suggest that digital marketing technology has a direct impact on export venture economic and channel performance. In Paper 2, it is found that host market managerial ties (business and political) can positively impact the effect of digital marketing technology on export venture performance, whereas home market managerial ties either have no impact or have a negative contingent effect on digital marketing technology-export venture performance conceptualisation. In Paper 3, my research findings confirm that a firm’s social media platform has a direct and significant effect on export venture economic and channel performance. The institutional environment has both dark and bright side effects in the social media platform-export venture performance framework. Collectively my empirical research offers substantial new and novel insights into social networking theory, institutional theory, digital marketing technology, social media platform, and export venture literature. The outcomes of my research also provide insightful managerial implications for export ventures, especially for those from the emerging markets operating in foreign host markets.
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    International marketing strategies of Chinese multinationals : the case studies of Haier and Lenovo : a 156.799 research report presented in partial fulfilment of the requirements for a Master of Management in Marketing at Massey University
    (Massey University, 2007) Guo, Jian
    Recently, multinationals emerging from transition economics have drawn a great deal of interest from marketing researchers. In particular, Chinese multinationals which have had assistance and encouragement from their government are entering into the international marketplace. It is noticeable that many Chinese multinationals have already performed aggressively in the global market. The aim of this study is to identify the international marketing strategies used by Chinese multinationals and to compare them with the findings of the existing literature. This research adopts a cross case study approach and it will primarily use secondary data collected from multiple sources, such as journal articles, published interviews and Internet databases. A review of the current academic literature on this issue indicates that few studies have been conducted in the area of Chinese multinationals' international marketing strategies. Most of the studies have concentrated on western successful multinationals' internationalisation and marketing strategies. Based on the in-depth analysis of two Chinese multinationals; Haier, and Lenovo; this report serves not only to provide Chinese multinationals with knowledge and information regarding global marketing strategies, but also contributes to the academic literature by emphasising an understanding of how Chinese multinationals compete in global markets.
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    Export behaviour and attitudes of Australasia meat industry firms : a North American market focus : a thesis presented in partial fulfilment of the requirements for the degree of Master of Agricultural Science in Agricultural Economics at Massey University
    (Massey University, 1993) Waggoner, Daniel B
    The merchandising of agricultural commodities and products has assumed an increased international dimension over the past two decades. Meat export firms in both Australia and New Zealand continue to play an important role as a major provider of export earnings, technological innovation, and employment. During the last several years, a body of literature has attempted to provide a more satisfactory explanation of differences in the export performance of the firm. Although previous studies contribute to a greater insight into export behaviour and attitudes, they are confounded by methodological and conceptual limitations which diminish the insights they offer for those involved in the meat export industry. Studies of export marketing phenomena in different social, cultural, economic, political and institutional settings can provide improved understanding of the export behaviour and attitudes of firms in different environments. This study is undertaken to investigate the export behaviour and attitudes of Australasia meat export firms, particularly toward the North American marketplace. The study is unique in two respects. First, it compares the overseas practices of Australia and New Zealand firms rather than the characteristics of their home operations. Second, the study attempts to hold constant differences in objectives and/or strategies which are due to the idiosyncrasies of particular markets or industries. It does this by limiting analysis to one overseas market -- North America. This research effort includes most types of previously examined firm-related variables but gives particular attention to manager-related variables, especially managers' perceptions of exporting. The Geobusiness Model is presented as a framework to facilitate the operationalisation of the variables and measure the constructs utilised in the study. Research questions surrounding the relationship between business strategy, structure, and performance in the North American marketplace are developed and investigated. Primary data for the study is gathered from a random sample survey of 89 meat export firms based in Australasia (i.e., Australia and New Zealand), utilising a self-administered postal questionnaire targeted towards pre-identified senior managers. The sample frame is derived from a register (list) provided by the United States Department of Agriculture. The empirical survey data obtained arc analysed by country and compared to each other using frequency distribution analyses, matrix analyses and Spearman rank-order correlation (rho). Significant differences among countries are identified by using the Student's t-Test. Though the study is exploratory in nature, the results of this interdisciplinary investigation suggest some common themes consistent with previous research. It was found that even among firms within the same industry, their attitudes and response to various variables differ. This demonstrates the importance of using both export involvement and export attitude dimensions when attempting to segment firms. In sum, the findings and conclusions from the study should be of practical use to business enterprises, government trade policy officials and industry associations in identifying the areas of support and marketing strategy in greatest need of review and improvement. While these results cannot be freely generalised beyond the initial population, they provide some understanding of the theoretical and empirical issues related to the export marketing performance and behaviour of the firm. Future research efforts will find merit in examining further the relationship between the various variables presented and the unidimensional and multidimensional measure of export performance and attitudes among firms.
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    An evaluation of the importance of marketing activities for export success of smaller sized New Zealand companies : a thesis prepared in partial fulfillment of the requirements for the degree of Master of Business Studies at Massey University
    (Massey University, 1993) Chaney, Isabella Mary
    Various authors, including Porter, have emphasised the need for exporters to pursue activities that can gain a competitive advantage for the New Zealand export business. However, it is important to determine which of those activities are responsible for enhancing export performance. Of relevance to marketers are the marketing components which are more important in international marketing. Thus, this study tested the hypothesis that there is a positive relationship between marketing activities of planning, information search for opportunities, product adaptation and export success for smaller New Zealand companies. Export success was defined as the ratio of export sales to total sales. Exporters were also classified as per their level of export performance and differences in marketing strategies identified. To test the hypothesis, a sample of 320 small to medium sized New Zealand exporters was randomly selected from the four product categories of food (excluding meat), apparel, building and electrical. This selection of industries enabled analysis by both consumer and industrial groups. The results indicated that export intensity can be explained in terms of planning, information search and to a lesser extent product adaptation. In particular, information is a vital asset for exporters. The key appears to be maintaining contact with the export market in the form of company personnel travelling on fact finding missions or exhibiting products at overseas trade fairs. The marketing activity which showed a significant difference between high and low performing exporters was planning. The time involved and also the resources allocated to this activity by high performers demonstrated their commitment to exporting. Overall, this study has demonstrated the importance of certain marketing activities in terms of export success. If New Zealand smaller sized companies are prepared to lay the foundations for their export business in terms of planning and information gathering, then sustainability in New Zealand's export drive may be achieved. Knowledge is of two kinds. We know a subject ourselves, or we know where we can find information upon it. Samuel Johnson, 1709-1784 from Boswell, Life of Johnson, 1763.
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    Exporting New Zealand wine to China : a thesis presented in partial fulfilment of requirement for the degree of Master of AgriCommerce at Massey University, Palmerston North, New Zealand
    (Massey University, 2012) Xia, Runhua
    China is one of the fastest-growing wine markets in the world. Wine businesses from major wine-producing countries have been focusing on this market. New Zealand, as the fastest growing wine producer in the New World countries, has targeted East Asia, especially China, as an export destination. However, the market share and reputation of New Zealand wines has not been very high and many New Zealand wine exporters have neither understood the Chinese market very well, nor successfully set up their export business there. The findings of this study will inform current and potential wine exporters from New Zealand of effective market entry procedures. A qualitative methodology was employed to identify the key elements of exporting New Zealand wine to China. Fourteen businesses, including eleven New Zealand wine exporters and three China-based wine import distributors were interviewed. The data was analysed using qualitative data methods. The study found that New Zealand wine exporters have used four market entry modes, chosen according to the different characteristics of their businesses: indirect exporting, direct exporting, joint venture, and acquisition. This study also identified key elements in successfully exporting New Zealand wine to China, including the selection of market entry modes, distribution channels, and suitable importer/distributors, the initial organisation of the wine export process, and the development of business relationships. Challenges to this success have also been identified, such as the current Chinese preference for red wines, the small scale of the New Zealand wine industry, the orientation towards short-term profit by Chinese traders, and identifying suitable business partners. Recommendations are also made for the development of successful export business by New Zealand wine producers in the future. Key words: market entry, wine export, China wine market.