The purpose of this study is twofold. First, to conceptualize various internal, external
and strategic factors explaining the motivation and the marketing strategy
of Greek exporting firms based on a strategic management model. Second, to empirically
test this model in the case of Greek firms exporting to South-East European
(Balkan) markets. The analysis is accomplished through the observed
behaviour of 41 firms listed on the Athens stock exchange involved in exporting
to South-East Europe. It is based on a questionnaire which has provided several
insights into export motivations and export marketing strategy elements. It
uses principal component factor analysis technique in order to investigate common
factors that might explain underlying beliefs about the perceived variables.
