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中小企业出口社会影响因素分析

Social  Factors  Influencing Export  Initiation  in Small  and  Medium-Sized  Enterprises

The dominant  logic  in the mainstream  Marketing  litera- ture  suggests that  export  decisions are  the rational  response to conditions in  the market  and are made on  the basis of objective  information  gathered  systematically  through  mar- ket research  (Douglas and Craig 1983; Root 1994). A com- mon theme  in this literature  is that  export market  entry  ide- ally involves a linear  screening  process  in which alternative choices  are evaluated on  their comparative  rates of  return (Kotler 1988;  Young  et al. 1989). However,  there  is consid- erable evidence to  show that  firms often export  for appar- ently  irrational  reasons that appear  to defy  the optimizing logic of the market  (Brown  and Cook 1990; Lee and  Brasch 1978; McDougall  1991).

 To quote one trade  official inter- viewed in this study,  exports  from  small and medium-sized enterprises  (SMEs) in particular  often appear  to be "com- pletely  lacking  in  rhyme or  reason."  This  apparent  irra- tionality  is likely due to the often ignored  social context  in which  the economic  exchange  is  embedded (Granovetter 1985). Establishing contact with new  foreign buyers is  a complex,  social  activity that frequently  appears  to be  the product  of chance encounters,  of being in the right  place at the right time. Despite  this possibility (or because of  it), research into export behavior has  largely disregarded  the social dynamics  inherent  in export  initiation,  opting  instead for  the  identification  of decision maker  traits  that  are  associ- ated with  the  propensity to  export (e.g.,  Cavusgil  1984; Kaynack  and Kothari  1984).

 In  their  extensive  review  of the export marketing  literature,  Aaby and Slater  (1989) identify just one study pertaining  to export  initiation.  This dearth  of research is  surprising given  the  academic, business, and government  preoccupation  with exporting  and  international trade. The marketing  discipline, which  is  fundamentally  con- cerned  with  exchange  relationships  and  thus  encompasses  the study of exporting,  has much to contribute  (Bagozzi 1975; Kotler  1972).  In  the marketing  literature,  a social  exchange  or relationship  paradigm  recently  has emerged  that  emphasizes the  social  context in which market  exchanges take place (Easton  and  Araujo  1994;  Webster  1992). Much  of this  litera- ture,  which  focuses on  the  relationships  and  networks  of rela- tionships 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。