Export performance models anchored in the industrial organization and resource-based theories have previously been developed and tested. Thus far there have been no empirically tested export performance models that have reflected the core tenets of the relational, or behavioral, paradigm. Drawing from relational exchange theory, a model that includes reciprocal perceptions that relate to both past and future exchanges is developed. This model is tested with dyadic data from 125 West–East (Australia–Thailand) exporter–importer partnerships, reflecting the increasing importance of West–East exchange relationships. Results support the theory's contention that commitment (to future exchanges) is associated with export performance, and is itself driven by a reciprocal cycle of each partner's perception of the other's commitment, relationship-specific investments and dependence. This cycle of commitment is in turn influenced by each partner's trust in the other (from past exchanges), with different types of trust linked to different types of commitment. Trust and commitment are then found to be related both to interpersonal factors (i.e., effective communication, cultural sensitivity and likeability of partner) and to firm factors (reputation and competencies of partner). Journal of International Business Studies (2008) 39, 880–900. doi:10.1057/palgrave.jibs.8400385
What makes an international business partnership successful? While it is accepted in the literature that relational exchange theory has a pivotal role to play in marketing, little research has been done to determine its impact in an international setting. By synthesising six complementary theories on inter-firm relationships and some initial findings from exploratory research, this paper proposes a conceptual framework of the key drivers of success in international business partnerships. Methodological issues associated with investigating such partnerships are also discussed.
While there is an increasing number of companies realizing the potential that the diverse ethnic markets in Australia possess, majority still do not see the potential. When compared to the United States, ethnic marketing in Australia is still in a developmental stage. For many marketers, the problem is in knowing where to start. Looking from the practitioner's perspective, this paper demonstrates how to apply readily available secondary data in identifying the potential of the ethnic markets in Australia for selected goods and services. By showing where and how to start, we hope that more marketers in Australia will see the potential of ethnic marketing and in the long run ethnic marketing will be an integral part of any marketing campaign run by a company. Marketers should reassess the usefulness and importance of secondary data in facilitating their formulation of strategic marketing decisions in different marketing mix areas.
PurposeRelationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.Design/methodology/approachThe model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.FindingsThe results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.Originality/valueThe study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.
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