Abstract
Export-relationship marketing is increasingly crucial to export performance. Among a wide variety of strategic options for developing export relationships, exporter-export intermediary relationships are a prevalent option for success in export marketplaces. Recent research has given little attention to these relationships. The present study attempts to provide an understanding of how to succeed in export-relationship marketing. Using the resource-advantage (R-A) theory of competition as an overarching framework, this study develops a model that builds on the resource-based theory of the firm, the alliance theory, and the relationship-marketing theory in order to explain how to succeed in export-relationship marketing. The model was empirically tested using data obtained from a survey of exporter-export intermediary relationships in Korea. The partial least square analysis was adopted to empirically assess the model. The results show that the hypothesized paths in the model are confirmed in the manner of the R-A theory. Finally, the author discusses important implications of this research for theory and practice, presents research limitations, and offers some suggestions for future research.
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