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Olimpia C. Racela & Amonrat Thoumrungroje (2020) Enhancing Export Performance through Proactive Export Market Development Capabilities and ICT Utilization, Journal of Global Marketing, 33:1, 46-63, DOI: 10.1080/08911762.2018.1549302


This study examines how exporters from an emerging economy improve their performance by investigating the impact of export market dynamism, information and communication technology (ICT) utilization, and proactive export market development capabilities on export performance. Data from a self-administered mail survey of 239 Thai exporters were analyzed using structural equation modeling. Findings indicate that export market dynamism positively influences utilization of Web 2.0 and ICT network software, along with proactive export market development capabilities, which enhance export performance. However, while ICT network software fosters proactive export market development capabilities, we discovered the unfulfilled potential of Web 2.0 application.

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