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.
Abstract
Ⅰ. Introduction
Ⅱ. The Nature of Exporter-Overseas Distributor Relationship Marketing
Ⅲ. Propositions about Exporter- Overseas Distributor Relationship Marketing
Ⅳ. Discussion
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