An Application of Bagozzi′s Exchange Model to Integrate of Countertrade Research
Abstract
As the use of countertrade increases and countertrade research proliferates, it is necessary to integrate the knowledge to document what has been done and identify gaps for future research. Proposes Bagozzi′s exchange framework as a model for integrating research and identifying situational contingencies, characteristics of social actors and third parties, and social influence between actors as the determinants of exchange. Managerial implications are also identified.
Keywords
Citation
Okoroafo, S.C. (1992), "An Application of Bagozzi′s Exchange Model to Integrate of Countertrade Research", International Marketing Review, Vol. 9 No. 4. https://doi.org/10.1108/02651339210017127
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited