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Marketing effectiveness is a fundamental performance dimension of the marketing organization, traditionally viewed as an output variable predicated on goal attainment. Recent literature, however, has portrayed a broader conceptualization of effectiveness that disputes this strict goal attainment model. The present article builds on this recent work by contending that marketing effectiveness should be viewed as a process and an outcome to mitigate the challenges that arise when a marketing organization solely ascribes to a goal perspective. We proffer a marketing effectiveness framework to outline implications and spur future research on marketing performance control.

As the number of firms participating in export activities increases, information regarding the international environment in turn becomes critical in effectively managing corporate ventures. Given the level of economic volatility within certain export markets and the increasing levels of competition worldwide, effective distribution management venturing and strategy will also become more complex. Decision support is crucial in effectively monitoring and modifying marketing channels in an overseas environment. The purpose of this paper is to identify factors that drive market information use in export distribution decisions, these factors being both internal and external to the organization. Concurrently, the linkage between market information use and export performance is investigated, in order to better understand the role of this strategy in export operations. First, a discussion of strategic, organization specific, and environment specific factors and their association with market information use is discussed. Second, research hypotheses are developed through the support of the existing literature. Next, data collection and analysis procedures are discussed along with results of the hypothesis testing. Finally, a presentation of the findings along with theoretical and managerial implications is offered. The research reveals the strategic importance of market information usage in distribution control, market positioning, venture planning, and market volatility.

Notes the various factors, e.g. increased domestic production costs, which have led many US firms to pursue production sharing efforts in overseas regions. Also that areas having attractive trade relationships with the USA have become particularly favourable locations for investment in production facilities catering to export markets. Cites the Caribbean Basin Initiative (CBI), established in 1982, as one trade agreement which has resulted in increased production sharing ventures due to liberal import‐export legislation. Notes, however, that these overseas facilities, traditionally are characterized by increased transportation costs and related logistics problems. Investigates the current logistics performance within the value‐added strategies of North American firms operating in the Caribbean Basin. A survey of corporate managers responsible for strategic business unit operations was conducted in order to understand better the relative importance of logistics related priorities and information gathering capabilities, the nature of production sharing within the CBI, and the logistics performance of the firms within this region. Discusses managerial implications and conclusions.