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

Author

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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)

Abstract

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.

Suggested Citation

  • Antonio CORREIA de BARROS & Hortensia BARANDAS & Paulo Alexandre PIRES, 2009. "Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 713-734, October.
  • Handle: RePEc:rom:rmcimn:v:10:y:2009:i:4:p:713-734
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    References listed on IDEAS

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    More about this item

    Keywords

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

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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