The Effects of Relationship Marketing Competence on Positional Advantage in Export Marketplaces

• 영문명: The Effects of Relationship Marketing Competence on Positional Advantage in Export Marketplaces
• 발행기관: 한국무역연구원
• 저자명: Han-Mo Oh
• 간행물 정보: 『무역연구』제13권 제5호, 207~216쪽, 전체 10쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.10.31

영문 초록

Exporters often suffer from cross-national distances and possess insufficient resources such as knowledge of internationalization. These exporters can have a partnership with export intermediaries that possess relationship marketing competence. Few studies, however, have explained export intermediaries’ contribution to exporters’ sustainable success in the export marketplace. The present study aims to identify the effects of relationship marketing competence on positional advantage in export marketplaces. Based crucially on the resource -advantage of competition, the author theorizes key relationships between cross-national distances and positional advantage and the moderating effects of export-intermediaries’relationship marketing competence. This theoretical model was tested using data collected from Korean manufacturers conducting export marketing. The data were analyzed using partial least squares technique. The author emphasizes the importance of partnerships in the context of exporting and contribute to the extension of knowledge on international business and strategic management. This manuscript is concluded with implications for theory and management and provides critical directions for further research given the limitations of the current study.

목차

Ⅰ. Introduction

Ⅱ. Conceptual Framework

Ⅲ. Research Method

Ⅳ. Empirical Evidence

Ⅴ. Discussion

키워드

Competence Cross-national Distances Export Positional Advantage Relationship Marketing