Country-of-Destination and Export Marketing Strategy:

As changes in the economic and political environment in many developing countries bring opportunities for multinational corporations, many U.S. and other MNCs find that they have little experience with marketing and exporting to such countries, having focused mainly on developed-country markets. In addition, there has been little research which has investigated issues relating to marketing in LDCs. This study explored these issues and found that different marketing strategies are used by U.S. companies which export to developing countries as opposed to those which market to developed countries, thereby highlighting the importance of taking the country-of-destination into account when planning export marketing strategies. In addition, a separate analysis of firms which export mainly to developing-countries revealed that direct distribution, the number of countries exported to, product standardization, and a focus on price are negatively associated with market share. The implications of these findings are discussed.