Conference paper
Collaborative Marketing and SME Export Performance: A Network Perspective
Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-9
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia)
Australian and New Zealand Marketing Academy (ANZMAC)
2011
Abstract
This paper, underpinned by social capital theory, proposes a model that identifies and evaluates the structural characteristics of an export oriented agri-food network undertaking a collaborative market expansion initiative. The study suggests that understanding the patterns of relationships between both vertical and horizontal actors within networks will go a long way toward explaining the performance outcomes of cooperative export marketing initiatives.
Details
- Title
- Collaborative Marketing and SME Export Performance: A Network Perspective
- Authors
- Ben Manning (Author) - University of the Sunshine Coast - Faculty of BusinessJoanne M Freeman (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- M MacCarthy (Editor)
- Publication details
- Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-9
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2011
- ISBN
- 9780646563305
- Copyright note
- Copyright © 2011 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449665402621
- Output Type
- Conference paper
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