| Author: | Seringhaus, F. H. R. |
| Title: | Comparative marketing behaviour of Canadian and Austrian high-tech exporters. |
| Journal: | Management International Review
1993 : VOL. 33:3, p. 247-269 |
| Index terms: | HIGH TECHNOLOGY AUSTRIA CANADA |
| Language: | eng |
| Abstract: | A comparative analysis of marketing behaviour of Canadian and Austrian high-tech exporters examines their export marketing expertise, information sources and market research activities. Discriminant analysis results suggest that Austrian exporters are more culturally attuned and outwardly focused than their Canadian counterparts, and that each group emphasises different aspects of expertise and market research. |
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