Overcoming the limits of exporting research using the relational paradigm
AuthorLeonidou, Leonidas C.
SourceInternational Marketing Review
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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. © 2003, MCB UP Limited