Skip to main content
London Business School logo

Please enter a keyword and click the arrow to search the site

Or explore one of the areas below

Relational explanation of export marketing performance

Subject

Marketing

Publishing details

Centre for Marketing Working Paper

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


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox