An Analysis of Product-Market Strategy and Export Performance: Evidence from SMEs in Saudi Arabia

Abstract

This paper examines the relationship between product and export market characteristics with export marketing strategies and performance of SMEs in Saudi Arabia. Based on an extensive review of literature, a model was developed for the study and hypotheses were formulated. Empirical research was used to test the hypotheses. Primary data were collected through a survey from a sample of 214 exporting SMEs in Saudi Arabia. Results based on the use of multiple regression procedures suggest that while product and export market characteristics have an impact on export marketing strategy of SMEs in Saudi Arabia. Limited sample size and the generalization of results for the entire Kingdom although the sample are quite limited are the limitations of this study. The findings of this study provides useful insights to SMEs involved in exporting activities in marketing strategy deployment. This study makes a valuable contribution given the fact that there is a dearth of empirical studies c of this nature focusing on Saudi Arabia.

Keywords: export, marketing strategy, performance, SME, Saudi Arabia