Export marketing behavior of high-tech companies in Canada and Austria is
examined. T-test analysis was used to compare export marketing expertise,
information sources, and market research, and the findings are discussed in the
context of the competitive climate for high-tech products. Results show that
Austrian companies are more culturally attuned than Canadian companies and that
the latter are more inwardly focused. Each group appears to emphasize different
areas of expertise and market research activities. Conclusions and implications
for exporters of high-tech products and researchers are offered.
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