دانلود رایگان مقاله مکانیسم مدیریت ارتباطی فعالیت صادراتی عوامل تعیین کننده عواقب آن

abstract

Taking the relational paradigm, the channel theory and the contingency approach as an orientation, this study's aim is to analyze the determinants and the consequences of the relational governance mechanisms between exporters and their foreign distributors. Specifically, this work explicitly validates the interrelationships between the exporter's dependence on its foreign distributor, the exporter's international capabilities, the foreign market environment, relational norms and export performance. The results show that relational norms have a positive impact on an exporter's result and that the greater an exporter's dependence on its distributors, on its international competences and on the volatility of the foreign markets, the more the exporter needs to maintain a relation with its foreign distributors based on information exchange, flexibility and cooperation. The data scrutiny uses structural equation modeling (SEM) through PLS as the statistical instrument. The sample comprises 212 Spanish exporting firms.

5. Discussion and implications

The empirical findings generally support the model proposed of the contextual antecedents and performance consequences of relational norms in export channels. Concentrating on the relationships between the variables and taking the global model as a reference, the authors expose their contributions. First, in line with the foundations of the relational paradigm, export relational norms have a direct and positive influence on the EP. This result confirms H1 and is due to information exchange, cooperation and flexibility generating trust in the exporter– foreign distributor relation (Bello et al., 2003), in this way diminishing the psychic distance (Stöttinger & Schlegelmilch, 2000), consolidating relations over time (Griffith & Zhao, 2015) and avoiding the development of opportunistic behaviors in the channel (Heide & John, 1992). These aspects mean that the governance mechanisms of the exporter– foreign distributor relation are key elements for the exporter's success in its international operations.