Title

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

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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