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Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach


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  • Antonio CORREIA de BARROS

    (Instituto Superior de Contabilidade e Administracao do Porto and EDGE UP, Portugal)

  • Hortensia BARANDAS

    (Faculdade de Economia da Universidade do Porto and EDGE UP, Portugal)

  • Paulo Alexandre PIRES

    (Universidade Portucalense, Portugal)

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    The paper applies artificial neural networks to investigate the effect of the exporter’s relationship orientation on the export performance, mediated by the relationship quality, taking into account the supplier’s strategic orientation and the foreign customer’s approach to purchasing. The proposed model is supported mainly by the Second Networking Marketing Paradox, the Commitment-Trust Theory, the Relationship Marketing Paradigm and International Marketing fundamentals. The model developed, proposes that an exporter’s relationship orientation influences the relationship quality with a foreign customer, which, in turn, influences the exporter’s performance. Furthermore, the model proposes that the content of the relationship orientation is contingent on either the company’s strategic orientation – internally defined – or the interface with the customer, which is external to the company’s decision-making. The results of the empirical study generally confirm the theoretical hypotheses.

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    Bibliographic Info

    Article provided by Faculty of Management, Academy of Economic Studies, Bucharest, Romania in its journal REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT.

    Volume (Year): 10 (2009)
    Issue (Month): 4 (October)
    Pages: 713-734

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    Handle: RePEc:rom:rmcimn:v:10:y:2009:i:4:p:713-734

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    Related research

    Keywords: export performance; relationship orientation; relationship quality; strategic orientation; interface.;

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    1. Samiee, Saeed & Walters, Peter G. P., 2003. "Relationship marketing in an international context: a literature review," International Business Review, Elsevier, vol. 12(2), pages 193-214, April.
    2. Hallen, Lars & Johanson, Jan, 1985. "Industrial marketing strategies and different national environments," Journal of Business Research, Elsevier, vol. 13(6), pages 495-509, December.
    3. John W Cadogan & Adamantios Diamantopoulos & Judy A Siguaw, 2002. "Export Market-oriented Activities: Their Antecedents and Performance Consequences," Journal of International Business Studies, Palgrave Macmillan, vol. 33(3), pages 615-626, September.
    4. Bello, Daniel C. & Chelariu, Cristian & Zhang, Li, 2003. "The antecedents and performance consequences of relationalism in export distribution channels," Journal of Business Research, Elsevier, vol. 56(1), pages 1-16, January.
    5. Lages, Luis Filipe & Lancastre, Andrew & Lages, Carmen, 2005. "Bringing Relationship Marketing Theory into B2B Practice: The B2B-RP Scale and the B2B-RELPERF Scorecard," FEUNL Working Paper Series wp471, Universidade Nova de Lisboa, Faculdade de Economia.
    6. Neng Liang & Arvind Parkhe, 1997. "Importer Behavior: the neglected Counterpart of International Exchange," Journal of International Business Studies, Palgrave Macmillan, vol. 28(3), pages 495-530, September.
    7. Lages, Carmen & Lages, Cristiana Raquel & Lages, Luis Filipe, 2005. "The RELQUAL scale: a measure of relationship quality in export market ventures," Journal of Business Research, Elsevier, vol. 58(8), pages 1040-1048, August.
    8. Preet S Aulakh & Masaaki Kotabe & Arvind Sahay, 1996. "Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach," Journal of International Business Studies, Palgrave Macmillan, vol. 27(5), pages 1005-1032, December.
    9. Dionisis Skarmeas & Constantine S Katsikeas & Bodo B Schlegelmilch, 2002. "Drivers of Commitment and its Impact on Performance in Cross-Cultural Buyer-Seller Relationships: The Importer's Perspective," Journal of International Business Studies, Palgrave Macmillan, vol. 33(4), pages 757-783, December.
    10. Hakansson, Hakan & Ford, David, 2002. "How should companies interact in business networks?," Journal of Business Research, Elsevier, vol. 55(2), pages 133-139, February.
    11. Preet S Aulakh & Masaaki Kotabe & Arvind Sahay, 1996. "Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach," Journal of International Business Studies, Palgrave Macmillan, vol. 27(4), pages 1005-1032, December.
    12. Piercy, Nigel F & Kaleka, Anna & Katsikeas, Constantine S, 1998. "Sources of competitive advantage in high performing exporting companies," Journal of World Business, Elsevier, vol. 33(4), pages 378-393, January.
    13. Piercy, Nigel F. & Katsikeas, Constantine S. & Cravens, David W., 1997. "Examining the role of buyer-seller relationships in export performance," Journal of World Business, Elsevier, vol. 32(1), pages 73-86, April.
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