TY - JOUR
T1 - Export intermediation and the internet
T2 - An activity-unbundling approach
AU - Andersen, Poul Houman
PY - 2005/1/1
Y1 - 2005/1/1
N2 - Purpose - To construct a theoretical framework for understanding the impact of the digitalisation of transactions on the organisation of export intermediation. Design/methodology/approach - This is a conceptual/research paper with a number of illustrative examples - primarily from SMEs. Findings - In the paper, a range of internet-enabled forms of export intermediation are derived, offsetting the conventional trade-off between resource commitment and marketing control. Practical implications - The paper holds a number of relevant insights for export managers seeking to integrate the possibilities of the digital revolution in the organisation of their export marketing activities. These include reshuffling of export marketing tasks among the actors in the marketing channel and new forms of activity specialisation among actors. Originality/value - Using the theoretical framework of Alderson in combination with transaction cost theorizing. The paper provides a novel theoretical approach for understanding the evolution of marketing institutions in the export marketing field.
AB - Purpose - To construct a theoretical framework for understanding the impact of the digitalisation of transactions on the organisation of export intermediation. Design/methodology/approach - This is a conceptual/research paper with a number of illustrative examples - primarily from SMEs. Findings - In the paper, a range of internet-enabled forms of export intermediation are derived, offsetting the conventional trade-off between resource commitment and marketing control. Practical implications - The paper holds a number of relevant insights for export managers seeking to integrate the possibilities of the digital revolution in the organisation of their export marketing activities. These include reshuffling of export marketing tasks among the actors in the marketing channel and new forms of activity specialisation among actors. Originality/value - Using the theoretical framework of Alderson in combination with transaction cost theorizing. The paper provides a novel theoretical approach for understanding the evolution of marketing institutions in the export marketing field.
KW - Electronic commerce
KW - Exports
KW - International business
KW - Marketing management
KW - Transaction costs
UR - http://www.scopus.com/inward/record.url?scp=18244384953&partnerID=8YFLogxK
U2 - 10.1108/02651330510593250
DO - 10.1108/02651330510593250
M3 - Journal article
AN - SCOPUS:18244384953
SN - 0265-1335
VL - 22
SP - 147
EP - 164
JO - International Marketing Review
JF - International Marketing Review
IS - 2
ER -