Relational explanation of export marketing performance
Subject
Marketing
Publishing details
Publication Year
1996
Abstract
This paper tests a relational model of export performance side-by-side a more traditional "marketing mix" model. The relational model is based on Johanson and Vahlne's (1977) behavioural theory of internationalisation and uses additional constructs from the emerging relationship marketing paradigm. The marketing mix model is based on previous export performance studies and "neo-classical" marketing theory. The two models are tested using a sample of 202 export ventures originating from SME's in the UK. The results suggest that the relational approach is a valid theoretical perspective in the export marketing context. Implications for export management and future research are discussed.
Publication Research Centre
Centre for Marketing
Series Number
96-901
Series
Centre for Marketing Working Paper
Available on ECCH
No
