Revisit: Export Marketing
Handbook of Export Marketing, Book to be edited by Craig C. Julian; Deadline 31 Dec 2013
RESEARCH HANDBOOK OF EXPORT MARKETING CALL FOR PAPERS –DEADLINE UPDATE
A review of the existing export literature indicates that previous studies have addressed a wide range of topics, including export incentives and barriers; export promotion programs; distribution channels; export marketing strategy; capabilities and competencies; and export performance. The large volume of publications on these issues over a 40-year period has encouraged some researchers to assess the conceptual, methodological and empirical aspects of the studies concerned and to facilitate theory advancement in the various research streams. As a result of these efforts, various papers are now available, focusing on the key research streams identified above: export incentives (Julian and Ali, 2009), export barriers (Da Silva and Da Rocha, 2000), export promotion programs (Ahmed et al., 2002), distribution channels (Leonidou and Kaleka, 1998); the managerial, firm-specific, and marketing strategy determinants of export performance (Cavusgil and Zou, 1994), and capabilities and competencies (Zou et al., 2003). A general conclusion derived from the more recent studies studies is that whereas early studies in export marketing suffered from various conceptual and methodological limitations (e.g. lack of a robust theoretical framework, inconsistent conceptualization and operationalization of key constructs, adoption of relatively simple methodological designs and statistical tools for data analysis, etc.), significant progress has steadily been achieved over the years, and as a result export marketing has now evolved into an integrated and systematic field of study (Li and Cavusgil, 1995).
Furthermore, as with the number of studies over the last 40 years there has been several different theoretical approaches used in export marketing research to explain the antecedents of performance and other related dependent variables. The different theoretical frameworks used in previous studies include the contingency approach (Gençturk and Kotabe, 2001); the Eclectic Paradigm (Javalgi et al., 2003); industrial organization approach (Zou et al., 2003); the resource based-view (Dhanaraj and Beamish, 2003) and more recently relational exchange theory (Styles et al., 2008) to name just a few. In brief, the key idea of the contingency approach is that performance can be improved in more than one way. Using contingency theory it is more important to consider the degree of strategy adaptation/standardization, while taking into consideration key contingent forces that might influence it. In relation to the Eclectic Paradigm its key components are location, internalisation and ownership advantages with the location advantage side of the paradigm being applied in several studies relating to the relevant country risks impacting the success of firms in foreign markets. The industrial organization approach ascribes a firm’s international performance to its external market position. The resource based-view focuses on internal organizational resources such as marketing competency or marketing capabilities to identify the determinants of a firm’s export marketing performance. Finally, relational exchange theory includes variables such as trust, commitment, and their antecedents and consequences. Relational exchange theory models would therefore be reflecting the importance of the people (managers) involved in the relationship, their behavior, and their perceptions of each other. As such, there has been a proliferation of research in the field of export marketing using many different theoretical frameworks.
This Call for Papers is designed to encourage all those who are currently researching in the field of export marketing to submit a paper to be included in this ‘Research Handbook of Export Marketing.’ The intention is for the handbook to be as comprehensive and current as possible and to include a broad cross-section of papers from the different theoretical frameworks used in export marketing. As a result, I am looking for as many papers as possible using the different theoretical frameworks in export marketing to explain the antecedents of performance and other dependent variables. It is not intended as a text book for academic courses on export marketing but depending on the range of contributions received it could be used in such a capacity. I am especially interested in conceptual studies, empirical investigations and state of the art reviews in the following areas:
- The relationship between turbulence (market, technological, regulatory etc.), government policy, competitive intensity and performance or other dependent variables.
- Comparing export marketing channels from developed versus developing economies.
- The effect of channel relationships on performance.
- Impact of export promotion programs on firm competencies, strategies and performance.
- Antecedents and performance implications of international learning.
- The significance of innovation and learning for export ventures.
- The role of the Internet in export marketing.
- Resources, capabilities and a sustainable competitive advantage.
- Standardization versus adaptation of different elements of the marketing mix in export ventures.
- The influence of internal and external firm factors on product adaptation and performance.
- The impact of different marketing capabilities on an export venture’s performance.
- The contingency approach and its relevance and foundations for theory building in export marketing.
- A meta-analysis of the determinants of export performance.
- Export barriers and incentives and their relationship with performance.
- Antecedents of export market oriented behaviour and performance.
- Management characteristics and export success.
- The relationship between export assistance and performance.
- The relationship between communication, marketing competencies, culture, trust, commitment and performance in export ventures.
The above list is by no means exhaustive and other topics in the field will also be considered.
The publisher of the ‘Research Handbook of Export Marketing’, Edward Elgar, has assured me that authors can retain their intellectual property in their submissions and are also able to submit their papers to journals on the basis that the journal publication doesn’t precede the publication of the Handbook. Deadline for receipt of manuscripts has been updated to December 31 2013. The previous deadline of December 31 2012 was a typographical error. Papers should be submitted via e-mail to the ‘Research Handbook of Export Marketing’ Editor, Dr. Craig C. Julian at the following address:
Dr. Craig C. Julian, Southern Cross Business School, Southern Cross University, Australia: E-Mail: email@example.com
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