The exporting firm: structure, policy, personnel and performance: a case study of the "manufacturing Engineers and Allied Metal Trades" trade group in New Zealand

Abstract

One might have reasonably expected the successful exporting firm in New Zealand to exhibit certain characteristics, which distinguished it from others. However, the quest to discover what characterises the successful exporting firm proved less conclusive than hoped for the industrial group studied. The initial reaction of the reader to such a result may be that of the writer - anti-climax. However, this sense of anti-climax should not obscure some important results. The study shows that the exporting firm is in no major sense strongly oriented towards exporting. It is the local market which dominates firm production and marketing mentality, and exporting is generally viewed as a useful adjunct to local sales.