Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures

Cavusgil, S Tamer and Shaoming Zou (1994), “Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures,” Journal of Marketing, 58 (1), 1-21.  (Winner of the 2003 (inaugural) “Excellence in Global Marketing Research Award” by AMA Global Marketing SIG for having most significantly influenced the direction of global marketing research in past 10 years.)