Soliciting unsolicited export orders: are recipients chosen at random?

Abstract

Traditionally, researchers have relied on the “rational choice” paradigm in studying organizational buying behaviour. Shows that such reliance is inappropriate in the international setting. By integrating insights from four theoretical perspectives that break out of the rational choice model, ventures 14 propositions of importer behaviour that shed useful light on the complex and messy process of overseas vendor search. Also discusses managerial implications and directions for further research.

Citation

Liang, N. (1995), "Soliciting unsolicited export orders: are recipients chosen at random?", European Journal of Marketing, Vol. 29 No. 8, pp. 37-59. https://doi.org/10.1108/03090569510097547