Effect of marketing control on export venture performance: The moderating role of relationship intensity and market dynamism

Article


Ling-yee, Li and Ogunmokun, Gabriel O.. 2003. "Effect of marketing control on export venture performance: The moderating role of relationship intensity and market dynamism." Journal of Global Marketing. 16 (3), pp. 5-29. https://doi.org/10.1300/J042v16n03_02
Article Title

Effect of marketing control on export venture performance: The moderating role of relationship intensity and market dynamism

ERA Journal ID19816
Article CategoryArticle
AuthorsLing-yee, Li (Author) and Ogunmokun, Gabriel O. (Author)
Journal TitleJournal of Global Marketing
Journal Citation16 (3), pp. 5-29
Number of Pages25
Year2003
Place of PublicationPhiladelphia, PA. United States
ISSN0891-1762
1528-6975
Digital Object Identifier (DOI)https://doi.org/10.1300/J042v16n03_02
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.

Keywordscontrol mechanism; export venture performance; channel relationship; market dynamism
ANZSRC Field of Research 2020350706. International business
380110. International economics
350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsLingnan University of Hong Kong, China
Department of Marketing and Tourism
Institution of OriginUniversity of Southern Queensland
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