Article ID Journal Published Year Pages File Type
1001383 International Business Review 2010 18 Pages PDF
Abstract

The process of market reform that characterizes the move away from regimes of central planning in transition economies creates a need for managers to acquire the techniques and skills of marketing. In contrast with an extant emphasis on inward direct investment, this study examines the role played by international trade intermediaries in the transfer of marketing knowledge across borders. Data collected from manufacturers in central China reveal that the value of marketing knowledge transferred is contingent upon intermediary performance of export marketing services and the likelihood of intermediary replacement.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
Authors
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