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.

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