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Export Channel Integration Strategy and Performance: A Contingency Approach

Author(s): Fernando Robles

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 6;
Issue: 12;
Date: 2011;
Original page

Adopting the lenses of transaction cost, agency, internationalization process, and resource-based theories, wepropose a contingency model to explain the link between export channel integration and performance. Theproposed contingency approach resolves prior inconsistent results in the export literature regarding theeffectiveness of export channel integration. The paper suggests theory-based matching strategies for fourcontingencies based on levels of environmental uncertainty and similarity. Export channel integration is effectiveunder conditions of high market similarity and either low or high environmental uncertainty. Under otherconditions, exporters should not integrate. We discuss these with suggestions for research, and for managersdeveloping international strategy.

Tango Jona
Tangokurs Rapperswil-Jona

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