Relational explanation of export marketing performance

Ambler, TFJ and Styles, C (1996) Relational explanation of export marketing performance. Working Paper. London Business School Centre for Marketing Working Paper.

Abstract

This paper tests a relational model of export performance sidebyside a more traditional "marketing mix" model. The relational model is based on Johanson and Vahlne's (1977) behavioural theory of internationalisation and uses additional constructs from the emerging relationship marketing paradigm. The marketing mix model is based on previous export performance studies and "neoclassical" marketing theory. The two models are tested using a sample of 202 export ventures originating from SME's in the UK. The results suggest that the relational approach is a valid theoretical perspective in the export marketing context. Implications for export management and future research are discussed.