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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.

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

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.

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.