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Article

Open Access

Do Relationships Matter in Export Performance Enhancement? Evidences From Moroccan SMEs

Author(s)

Saif Allah Allouani, Houcine Berbou

Full-Text PDF Download XML 221 Views

DOI:10.17265/1537-1506/2012.04.005

Affiliation(s)

Saif Allah Allouani, Ph.D. candidate, Ecole Nationale de Commerce et de Gestion(ENCG), Université Hassan 1er.
Houcine Berbou, Doctor, Ecole Nationale de Commerce et de Gestion (ENCG), Université Hassan 1er.

ABSTRACT

This article addresses the concern of export performance among Moroccan SMEs through the paradigmatic lens of the resource based view (RBV) and international relationship marketing. Limited research exists on relational determinants of export performance, especially in developing countries. Furthermore, literature has been dominated during the last decade by the economic perspective. Yet, an increased attention has turned to the RBV as well as the relational perspective. Highlighting this gap, the study aims two objectives: First, to understand the scope and the nature of relational determinants, deemed as key resources, of export performance. Second, to examine which other internal and market factors are intervening as significant antecedents of the relational factors. Drawing from a literature review outcomes and an in-depth interview endeavor conducted among 20 exporting firms’ managers, a conceptual framework has been proposed. It’s argued that exporting firms would reach great export performance by fostering successful cross-border inter-firm relationships. More specifically, the study highlight three main relational constructs, namely contractual governance, relational governance, and relationship performance. Linguistic abilities, attitude toward risk and export experience are suggested as managerial antecedents. While competitive intensity and market uncertainty are supposed to intervene as external antecedents. Several hypotheses are suggested. The unit of analysis is a selected export venture. A further inquiry of the overall study is to offer hypotheses test throughout quantitative survey.

KEYWORDS

SME, export performance, RBV, inter-organizational relationships, relationship governance

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