Advances in Natural and Applied Sciences, 8(8) July 2014, Pages: 1-13 AENSI Journals Advances in Natural and Applied Sciences ISSN:1995-0772 EISSN: 1998-1090 Journal home page: www.aensiweb.com/ANAS Corresponding Author: Rabiul Islam, School of Economics, Finance & Banking, College of Business, University Utara Malaysia, 06010 UUM, Sintok, Malaysia. E-mail: rabiulislam88@gmail.com Analysis of International Marketing Strategy among Malaysian Exporters Saad Dubayyan Alshammari and Rabiul Islam School of Economics, Finance & Banking, College of Business, University Utara Malaysia, 06010 UUM, Sintok, Malaysia. ARTICLE INFO ABSTRACT Article history: Received 2 April 2014 Received in revised form 13 May 2014 Accepted 28 May 2014 Available online 27 June 2014 Keywords: Marketing strategy, Export, Adaptation, Marketing mix, Antecedent factor Taking into account how globalized the current market is, companies have viewed the process of internationalization of their activities as a technique to keep up with the competition and secure good competitive advantage. The study aimed at investigating the impact of marketing strategy of exporting companies in Malaysia through the mediating influence of marketing mix adaptation. A questionnaire was used as the instrument of the study and the data collection procedures included self-administered questionnaires and emailed ones. The findings generated from the present study were then reported and detailed discussion about them was presented in the line of the available literature. For the relationship among Malaysian exporters of the export performance through the mediating influence of the marketing mix, the findings revealed that the marketing mix does mediate this link in some factors while it does not in other factors. Furthermore, it was reported that 3 out of four marketing mix strategies have a significant impact on the export performance of Malaysian exporting firms. The findings also revealed that some of the Malaysian exporters have a significant impact on the marketing mix adaptation strategies while others seem not to have this significant impact. The study concluded with some recommendations that can be of a great use to the Malaysian exporting firms while making decisions about their exporting activities. © 2014 AENSI Publisher All rights reserved. To Cite This Article: Saad Dubayyan Alshammari and Rabiul Islam., Analysis of International Marketing Strategy among Malaysian Exporters. Adv. in Nat. Appl. Sci., 8(8): 1-13, 2014 INTRODUCTION Over the last few years, the world has witnessed an increase in the total number of firms located in emerging economies and global markets, in countries like Brazil, China, India, and other East Asian countries, growing from just under 3,000 firms to more than 13,000 firms currently (UNCTAD, 2006). This phenomenon stems from a comprehensive internationalization of these firms In 2008, emerging economies contributed 38% of world merchandise exports (WTO Trade Report, 2009). These emerging countries, comprising the biggest and fastest growing economies, are helping to stabilize the world economy, as a result of their dynamism and openness. For the Asian region, the contributions to world trade have been phenomenal, with a GDP expansion exceeding 6% in 2007, as opposed to other regions, such as Latin America (3.7%) and Africa (3%) (UNCTAD Report, 2008). A majority of these emerging countries are achieving current account surpluses, thus becoming significant capital providers to the other countries (UNCTAD Report, 2008). The success of emerging economies from Asia, in terms of their exports, has ignited great interest to comprehend the international marketing strategies used to enhance export performance in the Asian region (Shoham, 1996). Generally, when firms begin penetrating into a foreign market, the main step towards successful international market penetration is the correct selection of suitable international marketing strategies to ensure adaptation to products exported (Chung, 2002). Therefore, globalization throughout the international market is significant for international marketers to understand the extent of adaptation of their products in international markets. Countries in Southeast Asia, including Malaysia, Thailand, Vietnam, Indonesia and Philippines, are being hailed as the major players in the global market. Their firms are becoming very significant globally, and some of them have been listed as top ranking multinational firms in the world, along with multinational firms from developed countries. It is relevant to note that international trading from the Asian region contributes a total of approximately 56%, which represents over half of the world trade flow (UNCTAD, 2009). Malaysia is considered as one of those countries in Southeast Asia that has recently undergone rapid economic growth. Malaysia is considered as a model for successful economic development by many organizations, including the World Bank and the International Monetary Fund. Recently, Malaysia is regarded