Author:
Aksoy Safak,Kaynak Erdener
Abstract
Probes the export behaviour of fresh fruit‐and vegetable‐marketing firms
in an international context. The case study investigations comprise
examination of Belgium, Chile, Canada (The Government of Ontario), New
Zealand (The New Zealand Apple and Pear Marketing Board), Turkey, and
South Africa (The Outspan Organization and Unifruco Ltd). Identifies
selected firms′ export behaviour, export objectives, export stimuli, and
export inhibitors. Explains the concept of export success and
delineates profiles of successful exporters. Concludes that fresh fruit
and vegetables provide scope for future contributions with reference to
general theory of export marketing.
Subject
Marketing,Business and International Management
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