Nyu, V, Nilssen, F and Kandemir, D orcid.org/0000-0002-8249-9575 (2022) Small exporting firms’ choice of exchange mode in international marketing channels for perishable products: A contingency approach. International Business Review, 31 (1). 101919. ISSN 0969-5931
Abstract
This study investigates how small, resource-constrained firms identify international marketing strategies for perishable products. Although international marketing of perishable products poses challenges for the exporter, many small companies manage to survive and thrive on an international business arena. Over the past decades, there has been a growing interest in how small firms design their international marketing channels. However, little is known about the conditions leading to the choice of a particular exchange modality. Drawing from the contingency framework, we investigate the role of firm-specific and industry-related factors in the choice of exchange mode among resource-constrained exporters. Based on insights from the Norwegian seafood industry, we introduce a contingency framework and develop a typology of exchange modalities. We suggest that resource-constrained exporters are inclined to engage in a succession of transactional exchanges. We offer propositions on the choice among alternative exchange modalities contingent upon firm and industry factors.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 The Authors. This is an open access article under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0) (https://creativecommons.org/licenses/by/4.0/) |
Keywords: | Small firms; Exporting; Exchange mode; Contingency framework; Commitment; Trust; Flexibility |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 28 Sep 2021 12:51 |
Last Modified: | 27 Jun 2022 13:32 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.ibusrev.2021.101919 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:178512 |