Research Handbook on Export Marketing
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Research Handbook on Export Marketing

Edited by Craig C. Julian

The Research Handbook on Export Marketing profiles the main theoretical frameworks used in export marketing, the contingency approach; the eclectic paradigm; industrial organization approach; resource-based view and relational exchange theory. Through the exploration of these salient theoretical outlooks, this Handbook outlines the development of export marketing theory from its inception to current day.
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Chapter 15: Evolution of the export marketing literature through Cavusgil’s seminal writings

Ozlem Tuba Koc and Jingting Liu


Just as a good painter must occasionally step back from the canvas to critically review what he/she has created and how to improve the brushwork, it is of great importance for scholars to reflect and be aware of what was, what is, and how it might evolve in their fields. Many fields of inquiry from which international business (IB) inquiry can trace its origins have a history of exploring different paradigms and methodologies, and their value in increasing our understanding of the phenomena studied (Söderquist and Toyne, 2008), for example, the literature in economics, sociology, management and marketing are replete with conversations regarding the conceptualizations, paradigms and methodologies they have used and are currently using (e.g. Hunt, 1983; Donaldson, 1985; Swedberg, 1990; Grant et al., 1998). It is also necessary for IB scholars to reflect and revisit our understanding of the phenomena and relationships explored by IB scholars and how these scholars use and value different methods of knowledge creation. As a prolific and prominent scholar, Professor S. Tamer Cavusgil has contributed some of the most widely used seminal pieces in the IB literature, particularly in the field of export marketing. He stands out as a most influential IB scholar as he has been a steady contributor to the literature with new research streams that inspired others with follow-up studies.

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