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Lookup NU author(s): Dr Xinming He
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The management literature affirms the value of networks to firm performance, but it is relatively silent on their influences on marketing strategies. Based on a combination of resource-based view of the firm and transaction cost analysis, this study examines the influence of networks as resources on strategic decisions (export channel selection). The authors also suggest that resources will be more valuable when they fit the structure where they are deployed. The authors surveyed CEOs in 230 exporting manufacturers in China from various industries. The findings confirm that firms with a higher level of networks will tend to select a market mode versus a non-market mode. The analysis also shows that decisions predicted by a model incorporating fit between resources and structure yield better export performance. The findings suggest that firm should not ignore the compatibility between their resources and structure where these resources are positioned. In addition, firms can improve export performance through matching their marketing strategies (i.e., export channel selections) with resources like networks.
Author(s): He X, Brouthers KD, Filatotchev I
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Academy of Marketing 2010 Conference
Year of Conference: 2010
