Do small- and medium-sized manufacturers’ production-related resources influence their export marketing control modes and export performance?

Abstract

Purpose

First, this paper aims to argue that small- and medium-sized manufacturers’ (SMMs’) production-exploitation can generally and primary influence their choices of export marketing control modes (EMCMs). Building on this central argument, two other supportive production-related resources: “production-exploration” and “relationships with home suppliers” are argued that could moderate this proposed effect. Three EMCMs including independent, hybrid and integrated modes, are discussed. Second, this study also proposes that SMMs with an internal fit between their three-key production-related resources and their choices of EMCMs will outperform their counterparts that do not have such internal fit.

Design/methodology/approach

This study designed a multiple-source survey to collect data from 158 Taiwanese SMMs that are highly dependent on export sales.

Findings

The results support the argument and the study connects the resource-based view (RBV) to the B2B marketing literature to better understand the EMCMs of SMMs.

Originality/value

Drawing on the RBV, this study examines how the three-key production-related resources can influence SMMs’ choices of EMCMs of branding and channels, respectively.

Citation

Cheng, H. (2021), "Do small- and medium-sized manufacturers’ production-related resources influence their export marketing control modes and export performance?", Journal of Business & Industrial Marketing, Vol. 36 No. 10, pp. 1876-1893. https://doi.org/10.1108/JBIM-09-2019-0406