The impact of international networking and co-marketing alliances on export performance: a global perspective
by Andreea Bujac; Thomas Schøtt
International Journal of Export Marketing (IJEXPORTM), Vol. 4, No. 1, 2021

Abstract: The study aims at theoretically developing and empirically testing a model for how exporting is embedded in international networking around the entrepreneur and co-marketing alliances. The sample consists of 58,161 entrepreneurs in 76 countries, which have been surveyed through the Global Entrepreneurship Monitor. The analysis of the data is done through hierarchical linear models. The results show that both networking and co-marketing alliances are promoting the export intensity of the firm. Furthermore, attributes of the firms and entrepreneurs shape the interpersonal networking and the inter-organisational relations. These findings contribute to the extant literature, such as that networking impacts export performance and that co-marketing alliances are a significant factor to take into consideration in future exporting endeavours.

Online publication date: Mon, 05-Apr-2021

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