Abstract
![CDATA[While the positive effect of internationalization on performance is evident among small- and medium-sized enterprises, this study seeks to gauge the interactive effect of export intensity and diversity on performance. We also tested the moderating role of export agent on the above relationships. A survey was conducted in China among small and medium-sized exporters. Results show that intensity and diversity interact negatively in affecting performance in such a way that high intensity should be coupled with low diversity or vice versa to ensure export success. We also found that use of export agent can enhance the intensity-performance relationship only when export intensity is high.]]
| Original language | English |
|---|---|
| Title of host publication | 41th EMAC Conference : Marketing to Citizens : Going Beyond Customers and Consumers : ISCTE Business School, Lisbon, 22-25 May 2012 : Conference Proceedings |
| Publisher | European Marketing Academy |
| Number of pages | 7 |
| ISBN (Print) | 9789897320040 |
| Publication status | Published - 2012 |
| Event | European Marketing Academy. Conference - Duration: 22 May 2012 → … |
Conference
| Conference | European Marketing Academy. Conference |
|---|---|
| Period | 22/05/12 → … |
Keywords
- small business
- China
- international trade
- exports
- globalisation
