Market knowledge and governance choice in international marketing alliances: implications for export performance

Toon, Mark ORCID: https://orcid.org/0000-0001-9455-3316 and Burki, Umar 2019. Market knowledge and governance choice in international marketing alliances: implications for export performance. Presented at: Australian and New Zealand Marketing Association Conference (ANZMAC) 2019 hosted in Wellington, New Zealand, Wellington, New Zealand, 2-4th Dec 2019.

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Abstract

Academics note the importance of market knowledge and supplier specific investments on governance choice in international marketing alliances. While the role of property-based assets as a driver of formal governance selection is well documented, little work has been done on the impact of knowledge-based assets (market knowledge) on the selection of formal governance mechanisms. The impact of knowledge-based assets on the selection of relational governance mechanisms is also under attended in the literature. We investigate the selection of formal and relational governance mechanisms among European Buyer – Asian Seller dyads in the textile industry. Employing SEM to analysis 131 dyads we find that 1) market knowledge drives both relational coordination and formal contracting 2) supplier specific investments do not drive formal contracting but do drive relational coordination 3) the role of relational coordination is unique in explaining export performance in international buyer-seller scenarios. Implications for theory and practice are described.

Item Type:	Conference or Workshop Item (Paper)
Status:	Unpublished
Schools:	Business (Including Economics)
Date of Acceptance:	2 December 2019
Last Modified:	26 Oct 2022 08:28
URI:	https://orca.cardiff.ac.uk/id/eprint/127528

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