Effect of marketing control on export venture performance : the moderating role of relationship intensity and market dynamism
Document Type
Journal article
Source Publication
Journal of Global Marketing
Publication Date
1-1-2002
Volume
16
Issue
3
First Page
5
Last Page
29
Keywords
Channel relationship, Control mechanism, Export venture performance, Market dynamism
Abstract
Although the prescriptive literature in the area of international marketing asserts that effective control of foreign distributors can lead to superior export performance, there is very little empirical data to support it. The few studies that examined the effect of control on export performance reported very mixed findings and did not address whether control mechanisms interact with environmental uncertainty and channel relationship to influence the performance of export ventures. In order to address this gap in the literature, this study tests whether or not market dynamism (in terms environmental uncertainty) and relationship intensity play a moderating role regarding the effect of control on export venture performance.
DOI
10.1300/J042v16n03_02
Print ISSN
08911762
E-ISSN
15286975
Publisher Statement
Copyright © 2003 Taylor & Francis
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L.-y. E., & Ogunmokun, G. O. (2002). Effect of marketing control on export venture performance: The moderating role of relationship intensity and market dynamism. Journal of Global Marketing, 16(3), 5-29. doi: 10.1300/J042v16n03_02