Aims to update a previous study into the marketing practices of successful UK exporters. Finds that the majority of success factors identified over a decade ago are still valid today. In addition, finds some support for the emerging relational approach to export marketing. Concludes that exporters should place greater emphasis on relationship factors to improve their performance. Revises an earlier model of export performance as the basis for future research.
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Styles et al. (1994) studied this question.
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