Managing Export Entry and Expansion: Concepts and Practice

Managing Export Entry and Expansion: Concepts and Practice

Managing Export Entry and Expansion: Concepts and Practice

Managing Export Entry and Expansion: Concepts and Practice


List of Tables List of Figures Forward by Johny K. Johansson Preface Acknowledgments Part I: Introduction Managing Export Entry and Expansion: An Overview by Philip J. Rosson and Stanley D. Reid Part II: Perspectives On Export Expansion and Development A Challenge to the Stages Theory of the Internationalization Process by Peter W. Turnbull Strategic Differentiation and Adaptation Among Small-and Medium-Sized Italian Exporting Manufacturers by Riccardo Lanzara Grouping for Export: An Effective Solution? by Lawrence S. Welch and Pat Joynt Managing Export Development Between Industrialized and Developing Countries by David Ford et al Part III: Export Market Selection and Entry Managers Attitudes Toward Risk Among Determinants of Export Entry of Small-and Medium-Sized Firms by Elyette Roux Country Risk Evaluations and Export Market Entry by Wrwin Dichtl and Hans-Georg Koglmayr Approaches to International Market Selection for Small-and Medium-Sized Enterprises by Nicolas Papodopoulos Export Market Secection Decisions for Small Firms: A Role for Government by Donald Beliveau The Role of Trade Missions in Export Expansion: A Comparison of Users and Nonusers by F.H. Rolf Seringhaus Part IV: Market Entry and Expansion Modes Internationalization of Small-and Medium-Sized Italian Manufacturing Firms by Riccardo Varaldo Export Entry and Expansion Strategies: The People's Republic of China by Farhad Simyar and Kamar Argheyd Trading Companies and Freight Forwarders as Export Intermediaties by Jean-Emile Denis and Helen Mallett-LaFreniere Vertical Channel Integration as Export Marketing Strategy: A Longitudinal Study of Hong Kong Apparel Manufacturing Firms by Tsang-Sing Chan The Overseas Distributor Method: Performance and Change in a Harsh Environment by Philip J. Rosson Distribution Methods and Export Performance by Hugh. J. Munro and Paul W. Beamish Part V: Export Structures and Strategies Export Strategies, Structure, and Performance: An Empirical Study of Small Italian Manufacturing Firms by Stanley D. Reid Export Management Structure and Successful High Technology Innovation by Igal Ayal and Joel Raban Profitable Export Marketing Practices: An Exploratory Inquiry by Warren J. Bilkey Part VI: Export Research Issues International Marketing Success: On Conducting More Relevant Research by V.J. Kirpalani and David Balcome Research on Success in Exporting: Past, Present and Future by Shyam Kamath, Philip J. Rosson, Donald Patton, and Mary Brooks Corporate Index Source Index Subject Index


Teaching international marketing from existing texts I always find it perplexing that the exporting option is given such short shrift. It is an important activity since it represents what international trade is all about, and some of the most prominent and successful companies engage in it intensively (for example, Japanese auto manufacturers), but somehow exporting seems to be treated as what companies do before they get serious abroad.

Professors Rosson and Reid, the editors of this excellent collection of original chapters, show that the limited role for exporting in the multinational marketing picture is based on a theoretical misconception. the traditional view is to see exporting as one mode of serving foreign markets, largely at a level of marketing effort best characterized as "low-keyed." However, in this book exporting is finally shown capable of encompassing all levels of marketing involvement--on both empirical and conceptual grounds.

This demonstration frees the authors represented in this volume from making a lot of comparisons between exporting, licensing, and foreign direct investment; instead, they concentrate on the task of exporting. the payoff is astounding. As often happens when minds are concentrated on a seemingly narrow and straightforward topic, unexpected riches are unearthed and a number of new perspectives are generated. One is reminded of the Japanese saying that even the smallest matter contains the embryo of the universe.

The book contains chapters that question the standard internationalization stages, precisely because the option to export is alive at any stage. It features other chapters that approach the export organization problem from a network perspective and demonstrate the value of established relationships in exporting, regardless of whether the units are company owned. What emerges in other chapters is an exciting treatment of exporting as a pure "agency" problem using the economics nomenclature.

Two developments in particular are dear to my heart and give, I think, the collection a special patina. One is the thorough emphasis on context, on the situation-specific nature of the normative implications of much of the research. Several chapters are really up-to-date . . .

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