| The Problem. The purpose of the study was to examine factors which influence the willingness of California manufacturers to export products to Thailand. Data were obtained regarding the perceived nature and relative importance of export trade using four parameters: constraints, objectives, internal and external influences, and advantages.;Method. The research design specified the application of a mailed questionnaire to selected California manufacturers of fabricated metal products, machinery, and electric and electronic equipment. Responses were reported for 104 senior level managers employed by exporting and non-exporting firms. Non-statistical treatment procedures were used to analyze the survey results and included frequency data, percentages, weighted means, and rankings for each survey group.;Results. The survey responses indicated the constraining impact of problems associated with determining Thai marketing opportunities, maintaining a profit margin, the size of the Thai market, and obtaining representation in this distant market. Among the foremost export objectives identified in the study were overall profit increases, market security, sales stabilization, and market diversification. The survey data indicated that the potential for improving market sales, economic conditions in Thailand, and Thai political factors were important external export influences. The potential for a price advantage and the firms' exclusive rights to a unique technology, product, and/or marketing skills were among the most influential internal factors. Potential profits, product price competitiveness, product uniqueness, an increase in the efficiency of marketing skills and distribution channels, and overall management effectiveness were reported by the study participants to have been some of the most important advantages to involvement in export trade to Thailand. Generally, the data reflected agreement in the views expressed by the survey respondents representing both exporting and non-exporting firms. |
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