A Study of Marketing Mix Adaptation Requirement with Export Performance by the Domestic Exporters of Leather Goods to the International Market

Abstract

According to the MIXADAPT model, export performance depends upon the marketing mix adaptation. Many studies found the existence of a mostly positive effect of marketing mix adaptation on export performance, even though controversies still exist regarding the determinants of export performance and whether there are other internal and external determinants other than marketing mix that have an impact on export performance. In the case of the leather industry in Dhaka city, no significant relationship was found between export performance and adaptation of the marketing mix. Price adaptation is the only variable that significantly affects export performance. The findings suggest further research incorporating other internal and external variables such as management attitude and perceptions, management characteristics, industry characteristics, foreign market characteristics, and domestic market characteristics to be incorporated with the MIXADAPT model to explain the export performance of the leather industry in Bangladesh.