For the past three decades, export manufacturing has played an important role in Thailand's economic success. Among the exporters, the Small and Medium Enterprises (SMEs) have increasingly taken part. As a result, export performance at both micro and macro level has become of interest to academics, exporting firms, intermediaries and Thai government policy makers. Thus, extensive studies concerning determinants of export performance are reported in literature on export marketing. However, despite the significance of resources in implementing marketing strategies and performance, the Resource-Based View (RBV) has not been explicitly and fully explored in this literature. Moreover, the vital role of intermediary resources in export performance has been also largely ignored. Hence, the applicability of RBV should be examined to investigate the effects of firm resources and export intermediary resources on export performance. Similarly, marketing control, in spite of its importance, used by manufacturing exporters in relation to their intermediaries, has not been substantially explored. The availability of firm and export intermediary resources provides flexibility for manufacturing exporters in maintaining marketing control over their intermediaries, which in turn, influences export performance. Hence, the aim of the study is to investigate the applicability of RBV and marketing control theory in determining export performance. Moreover, in the export marketing literature, there are very few studies in developing countries, particularly in Southeast Asia: this study, therefore focusses on export performance of SMEs in an export-driven, developing economy, Thailand. During the course of its investigation, this study used the 'drop-in questionnaire' method of delivering and collecting the questionnaires in person with the purpose of enhancing responses from export managers. With respect to their individual export ventures, they were asked to provide answers regarding the availability of firm resources, their perception of the availability of export intermediary resources, and the use of marketing control mechanisms on export intermediaries. Preliminary data analysis used Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) and was followed by the development of a structural model, which was then tested with AMOS 4.0 Package. ix The results from the above analyses substantiate the empirical link between resources, firm and export intermediary resources, and strategic export performance, and also between the availability of resources and the use of marketing controls. The findings show that production and marketing capabilities (firm resources) and good relationships and cooperation with exporters (export intermediary resources) have an important direct effect on export performance. Hence, the study confirms the applicability of RBV in export literature. The results also indicate that firm's marketing capabilities, export intermediary's relationship and cooperation, and knowledge and experience, influence the use of marketing control, thereby supporting the hypotheses that the availability of firm and export intermediary resources facilitates the use of marketing control.

Abstract Title: Mobile Broadband: A Market Research Level: Thesis for Master of Business Administration in Marketing Management Address: University of Gävle Department of Business Administration 801 76 Gävle Sweden Telephone (+46) 26 64 85 00 Telefax (+46) 26 64 85 89 Web site http://www.hig.se Author: Hibel Sobbizadeh Supervisor: Maria Fregidou-Malama Date: 2010-01 Aim: This research is performed in order to investigate about Mobile Broadband (MB) market and the evolution of mobile broadband modems in this market. The aim is to find out how the MB market is developing and which MB modems are dominating the market at present and future time. The study describes the history behind the MB market and its present and future state where an increase of “internet connected” devices is almost inevitable. It at the same time discusses how the MB modems are developing from today‟s PC data cards and USB dongles to integrated modules in different devices. Method: The research is based on published and unpublished articles and data found on internet. Different search engines and databases such as Google and Gävle University library-databases are used to find various data. This empirical data is then connected to theory containing Marketing analysis, planning, implementation and control. The analysis 3 part (PEST) gives a picture of the Political, Economic, Social and Technological factors of the MB market, while the planning, implementation and control parts of the work give an overview of the threats and opportunities of the market and the strategies to overcome the problems and embrace the opportunities. Result & Conclusions: The study demonstrates that MB market has potential of becoming a successful market where devices with embedded module will be connected to internet anywhere at anytime. This requires cooperation from all the players in the value chain. The companies that choose and implement the best marketing and value chain cooperation strategies will be leaders of this future market. Suggestion for future research: One of the biggest challenges and limitations during the work of this study due to its newness was to find empirical data about MB market. As the time passes new information and statistics will make it easier for further research. As the technology is developing rapidly it is recommended to use the latest articles and statistics on internet when gathering new research material. Contribution of the thesis: This study contains valuable input to people and organizations who would like to get an overview of the MB and MB modem markets‟ development in the coming years. Key words: Mobile Broadband, PEST analysis, marketing planning, marketing strategy, marketing implementation, marketing control, embedded modules.

Based on marketing control theory, The purpose of this study is to investigate the indirected relationships between internal marketing and customer orientation, and relationships between customer orientation and service quality. The lyric survey data by questionnaire is obtained from life insurance industry in Taiwan, items and constructs are developed through principal components analysis, and the causal links among internal marketing, work group socialization, job satisfaction, organization commitment, customer orientation are exiled by structural equation model (SEM). Besides, Person correlation is also used. This study finds that internal marketing will positively indirectly influent customer orientation through work group socialation, job satisfaction, organization commitment. Besides, work group socialization has the stringest effect on customer orientation in our model. Becauce it directly influents customer orientation and directly influenced by internal marketing. Based on the result of this study, mangers who would like to enhance employees¡¦ customer orientation behaviors must pay more attenuation to informal marketing control.

Today, in the context of globalization, many different international companies in the global automotive industry prefer going international to enlarge their appearance as well as search for new business chances to earn more profit margins. Among them, Škoda Auto Group, the largest Czech car maker. At present, China and India are two of the most important automotive markets of Škoda Auto Group based on the market size and customers' base. Apart from China and India in the Asian region, Vietnam is also seen to be a very high potential market for every car maker in the South East Asian region because of the stable development of Vietnam's economy as well as high local customers' requirements. The goal of the thesis is to develop a marketing strategy for the market entry of Škoda Auto Group into the Vietnamese market.