Exporter-Overseas Distributor Relationship Marketing: Conceptualization and Propositional Development

• 영문명: Exporter-Overseas Distributor Relationship Marketing: Conceptualization and Propositional Development
• 발행기관: 한국무역연구원
• 저자명: Han Mo Oh
• 간행물 정보: 『무역연구』제10권 제5호, 39~50쪽, 전체 11쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.10.31

영문 초록

The present study represents an attempt to understand the key factors that influence exporter-overseas distributor relationships success. The central thesis of this study is that both exporters and oversea distributors play important roles in developing competitive advantage in an export marketplace. Using the resource-advantage theory of competition as an underlying framework, the author develops a model that draws on the relationship marketing theory, alliance theory, and international marketing theory to explain and predict exporter-overseas distributor relationships outcomes. Five basic categories of resources are posited to influence exporter-overseas distributor relationships competitive advantage: exporter-specific resources (e.g., manufacturing capability, brand awareness), oversea distributor-specific resources (e.g., export market knowledge, export market experience, relationship building capabilities), international relationship resources (e.g., internatoinal relationship experience, the number of international relationship-dedicated personnel), international relationship-enhancing factors (e.g., interfirm communication quality, role clarity), and international relationship-destroying factors (e.g., opportunism, conflict). Finally, an exporter-oversea distributor relationship s competitive advantage is posited as influencing its superior financial performance.

목차

Abstract

Ⅰ. Introduction

Ⅱ. The Nature of Exporter-Overseas Distributor Relationship Marketing

Ⅲ. Propositions about Exporter- Overseas Distributor Relationship Marketing

Ⅳ. Discussion

References

키워드

International Relationship Marketing Exporter Overseas Distributor Resource-Advantage Theory of Competition International Trade