The Role of Indirect Customer Management in Export Relationship Marketing:

• 발행기관: 한국무역연구원
• 저자명: Han-Mo Oh
• 간행물 정보: 『무역연구』제12권 제4호, 163~176쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.08.30

영문 초록

distribution. Nonetheless, research on international marketing lacks an integrative conceptualization of this phenomenon. The author attempts to addresses this gap by conceptualizing an exporter’s marketing approaches to customers’ customers. Reviewing the relevant literature, the author identifies three indirect customer relationship approaches: customer downstream support, collaborative indirect customer management, and individualistic indirect customer management. The author also proposes external and internal moderators that affect the relationship between an exporter’s marketing approaches to indirect customers and its financial success. It is argued that even though power constellations and product value contribution in the export marketing channels determine the specific indirect customer marketing approach that would lead to export-marketplace positional advantage, internal professionalization of an exporter’s organizational structure and processes further support the positive effect of each approach.

키워드

Customer Relationship Management Export Financial Performance Indirect Customers International Marketing