Relationship-Driven Positional Advantage in International Marketing Channels

• 영문명: Relationship-Driven Positional Advantage in International Marketing Channels
• 발행기관: 한국무역연구원
• 저자명: Minho Kim Han-Mo Oh
• 간행물 정보: 『무역연구』제10권 제1호, 147~162쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.02.28

영문 초록

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.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Framework

Ⅲ. The Nature of Resources

Ⅳ. Resources in Export Marketing Relationships

Ⅴ. Propositions

Ⅵ. Discussion

References

키워드

Export Marketing Relationships Resource-Based Theory Resources Marketing Strategy Marketing Channels