Environmental Influences and Decision-Making Uncertainty in Export Channels: Effects on Satisfactory and Performance.

Raven, Peter V.; McCullough, Jim M.; Tansuhaj, Patriya S.

Exporting is a popular entry strategy into foreign markets, but many firms that could export do not. One barrier to effective exporting may be uncertainty about the foreign environment. This article examines the perceptions of export executives regarding the foreign environment and decision-making uncertainty and their effects on satisfaction and economic performance in the export channel. A mail survey was received from 118 firms involved with exporting agricultural commodities. The results suggest that firms perceive environmental uncertainty and decision-making uncertainty to be greater in export channels than in domestic channels and that these types of uncertainty affect satisfaction and performance. Specifically, environmental dynamism and decision-making uncertainty negatively influenced satisfaction and performance in the export channel, while environmental complexity positively influenced performance. Managerial implications are discussed.

UNITED States; EXPORT marketing; MAIL surveys; FOREIGN investments; STRATEGIC planning; DECISION making; AGRICULTURE; FARM produce; AGRICULTURAL economics; EXPORTS; EMPLOYER attitude surveys

Journal of International Marketing, 1994, Vol 2, Issue 3, p37

1069-031X

Academic Journal

10.1177/1069031X9400200303