Export-relationship marketing is increasingly crucial to export performance. Among a widevariety of strategic options for developing export relationships, exporter-export intermediaryrelationships are a prevalent option for success in export marketplaces. Recent research hasgiven little attention to these relationships. The present study attempts to provide anunderstanding of how to succeed in export-relationship marketing. Using the resource-advantage(R-A) theory of competition as an overarching framework, this study develops a model thatbuilds on the resource-based theory of the firm, the alliance theory, and the relationship-marketingtheory in order to explain how to succeed in export-relationship marketing. The model wasempirically tested using data obtained from a survey of exporter-export intermediaryrelationships in Korea. The partial least square analysis was adopted to empirically assess themodel. The results show that the hypothesized paths in the model are confirmed in the mannerof the R-A theory. Finally, the author discusses important implications of this research fortheory and practice, presents research limitations, and offers some suggestions for future research.
Abstract
Ⅰ. Introduction
Ⅱ. Theories and Hypotheses
Ⅲ. Research Method
Ⅳ. Analysis and Results
V. Discussion
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