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| Tekijä: | Spyropoulou, S. Skarmeas, D. Katsikeas, C. S. |
| Otsikko: | An examination of branding advantage in export ventures |
| Lehti: | European Journal of Marketing
2011 : VOL 45:6, p. 910-935 |
| Asiasana: | globalization exports brands international business |
| Kieli: | eng |
| Tiivistelmä: | The article studies the precedents and performance effects of branding advantage in export ventures, drawing from the resource-based view. An email survey and additional qualitative interviews are conducted with managers of export manufacturing firms. The results suggest both the financial and experiential resources of export ventures to support the communication capabilities of the venture. All of the three types of resources (financial, experiential and communication) are found to enhance the attainment of export venture branding advantages, which further can lead to improved venture performance. |
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