search query: @author Ellis, P. / total: 9
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| Author: | Ellis, P. Pecotich, A. |
| Title: | Macromarketing and international trade: Comparative advantage versus cosmopolitan considerations |
| Journal: | Journal of Macromarketing
2002 : JUN, VOL. 22:1, p. 32-56 |
| Index terms: | International trade Marketing USA |
| Language: | eng |
| Abstract: | Within the context of international trade, the case study method is used as an analogue of natural experiment to contrast the economic concept of comparative advantage with the social network cosmopoliteness construct. Specifically, a conceptual reconciliation btw. these macro / micro theories is developed, and then rival propositions are derived pertaining to the initiation of new export venues. The findings favored the social exchange cosmopolitan explanation and led to the rejection of the hypothesis derived from comparative advantage. |
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