Effect of marketing control on export venture performance : the moderating role of relationship intensity and market dynamism

Ling Yee, Esther LI, G. O. OGUNMOKUN

Research output: Journal PublicationsJournal Article (refereed)peer-review

7 Citations (Scopus)


Although the prescriptive literature in the area of international marketing asserts that effective control of foreign distributors can lead to superior export performance, there is very little empirical data to support it. The few studies that examined the effect of control on export performance reported very mixed findings and did not address whether control mechanisms interact with environmental uncertainty and channel relationship to influence the performance of export ventures. In order to address this gap in the literature, this study tests whether or not market dynamism (in terms environmental uncertainty) and relationship intensity play a moderating role regarding the effect of control on export venture performance.
Original languageEnglish
Pages (from-to)5-29
Number of pages25
JournalJournal of Global Marketing
Issue number3
Publication statusPublished - 1 Jan 2002


  • Channel relationship
  • Control mechanism
  • Export venture performance
  • Market dynamism

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