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Exporter trust, commitment and marketing control in integrated and independent export channels

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  • Solberg, Carl Arthur
  • Nes, Erik B.

Abstract

This article explores differences between three entry modes--sales subsidiaries, agents and distributors--along four dimensions--trust, commitment, marketing control and performance. It is posited that trust, commitment, marketing control and performance are highest in integrated modes (like sales subsidiaries) and lowest in distributor relationships, the agency solution being situated somewhere in between. These hypotheses are tested in a sample of 260 exporter intermediary relations of 120 Norwegian exporters. Concerning marketing control the hypotheses are confirmed. On the other hand--there is virtually no difference between agents and distributors on two other dimensions: trust and commitment. Here the dividing line goes between integrated and independent channels. Concerning financial performance, there is no significant difference between the three modes of entry. However, integrated modes of entry seem to meet exporter expectations better than independent solutions regarding the more general performance measure, 'goal achievement'. Implications for research and management are discussed.

Suggested Citation

  • Solberg, Carl Arthur & Nes, Erik B., 2002. "Exporter trust, commitment and marketing control in integrated and independent export channels," International Business Review, Elsevier, vol. 11(4), pages 385-405, August.
    • Handle: RePEc:eee:iburev:v:11:y:2002:i:4:p:385-405
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    References listed on IDEAS

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    Cited by:

    1. Mallin, Michael L. & Asree, Susita & Koh, Anthony C. & Hu, Michael Y., 2010. "Antecedents to managerial trust and sales control in Malaysian salesforce," International Business Review, Elsevier, vol. 19(3), pages 292-305, June.
    2. Obadia, Claude & Stöttinger, Barbara, 2015. "Pricing to manage export channel relationships," International Business Review, Elsevier, vol. 24(2), pages 311-318.
    3. Ipsmiller, Edith & Brouthers, Keith D. & Dikova, Desislava, 2021. "Which export channels provide real options to SMEs?," Journal of World Business, Elsevier, vol. 56(6).
    4. Piotr Hadrian & František Milichovský & Pavel Mráček, 2021. "The Concept of Strategic Control in Marketing Management in Connection to Measuring Marketing Performance," Sustainability, MDPI, vol. 13(7), pages 1-21, April.
    5. Serra, Francisco & Pointon, John & Abdou, Hussein, 2012. "Factors influencing the propensity to export: A study of UK and Portuguese textile firms," International Business Review, Elsevier, vol. 21(2), pages 210-224.
    6. Nes, Erik B. & Solberg, Carl Arthur & Silkoset, Ragnhild, 2007. "The impact of national culture and communication on exporter-distributor relations and on export performance," International Business Review, Elsevier, vol. 16(4), pages 405-424, August.
    7. Shwu-Ing Wu, 2016. "Competing Model of Event Marketing Activities," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 52-66, August.
    8. Theingi, & Purchase, Sharon, 2011. "How exporters’ and intermediaries’ resources influence export performance," Australasian marketing journal, Elsevier, vol. 19(2), pages 100-107.
    9. Abu Saleh, Md. & Yunus Ali, M. & Julian, Craig C., 2014. "International buyer behaviour–commitment relationship: An investigation of the empirical link in importing," International Business Review, Elsevier, vol. 23(2), pages 329-342.
    10. Li, Min & He, Xinming & Sousa, Carlos M.P., 2017. "A review of the empirical research on export channel selection between 1979 and 2015," International Business Review, Elsevier, vol. 26(2), pages 303-323.
    11. Eriksson, Kent & Fjeldstad, Øystein & Jonsson, Sara, 2017. "Transaction services and SME internationalization: The effect of home and host country bank relationships on international investment and growth," International Business Review, Elsevier, vol. 26(1), pages 130-144.

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