Relationship-Driven Positional Advantage in International Marketing Channels

Relationship-Driven Positional Advantage in International Marketing Channels

Despite the strategic importance of export marketing relationships, academics have neglected to explain how to create positional advantage based on relationships in export marketing channels. The current study attempts to enhance an understanding of relationship-driven positional advantage in export marketing channels. Drawing on relationship marketing, interfirm relationship, and resource-based theories, this study first clarifies the nature of resources in cooperative relationships characterized by commitment and trust. Second, the study identifies and discusses the potential resources that export marketing relationships can create. Third, the current study develops propositions for evaluating the strategic resources created from export marketing relationships.