MARKETING STRATEGY AND ITS IMPACT ON EXPORT-ORIENTED ENTERPRISE PERFORMANCE
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This article examines the critical role of marketing strategy in enhancing the performance of export-oriented enterprises (EOEs). Marketing strategy enables firms to navigate complex international markets, establish competitive advantages, and improve export outcomes. The study emphasizes the importance of market research, understanding consumer preferences, regulatory environments, and competitive dynamics in target markets. It highlights the significance of marketing capabilities, including investments in human resources, innovation, financial resources, and digital marketing strategies, for achieving cost reduction and product differentiation advantages. Organizational factors, export-induced learning, and export market orientation are also discussed as key determinants of marketing effectiveness. The article provides insights into adaptive strategies that EOEs can implement in response to global economic changes, trade policy uncertainty, and evolving market conditions. A well-structured marketing strategy is presented as an essential driver of sustainable export performance, integrating market intelligence, capability development, strategic investments, and digital engagement.
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