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 16: Cavusgil’s contribution to export marketing management and strategy

Vassiliki (Vicky) Bamiatzi and Ilke Kardes


One of the early works by Cavusgil provides the initial step to developing the foundation for the export marketing literature (Cavusgil et al., 1979). This paper delineates the motives of managers to engage in exporting. The paper was shaped around the following research question: ‘What characteristics contribute to successful export activity?’ Exporters and non-export companies were compared through an empirical investigation. Management expectations about the possible contribution of export activities on a firm’s growth and market development are stated to be the primary motivations for exporting. Moreover, future prospects are shaped based on the knowledge of managers about exporting and firmspecific features. First, managers may gain knowledge about foreign markets if they are familiar with the export experiences of other firms and with export potential studies. Additionally, contacts with external change agents such as banks, US Department of Commerce field representatives and so on may provide deeper insights. Moreover, unsolicited export orders and favorable responses in trade fairs can serve as important information sources. Last, an appropriate educational background facilitates exposure to new and relevant information about foreign markets. Second, firm-specific features are related to the product, financial situation and the firm’s structure. Firms having unique products and technology are more willing to take actions in exporting. Furthermore, the amount of existing annual sales, profit aspirations of the manager and the existence of export activity are conditions that create management expectations.

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