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Overcoming the limits of exporting research using the relational paradigm

Leonidas C. Leonidou (School of Economics and Management, University of Cyprus, Nicosia, Cyprus)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 April 2003

1564

Abstract

Notwithstanding the significant progress of exporting research in recent decades, extensive reliance on the neoclassical microeconomic paradigm has been responsible for its recent stagnation or even decline. This paper advances the viewpoint that one way to circumvent this problem is by augmenting the analysis of exporting phenomena using the relational paradigm. In doing so, it attempts to link extant knowledge on export pre‐engagement, initiation, development, and sustainment, with ideas, concepts, and theories advanced within the sphere of relationship management. The paper concludes that export management is basically a process of managing relationships with foreign customers, as well as other parties operating inside or outside the company's supply chain.

Keywords

Citation

Leonidou, L.C. (2003), "Overcoming the limits of exporting research using the relational paradigm", International Marketing Review, Vol. 20 No. 2, pp. 129-141. https://doi.org/10.1108/02651330310470366

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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