Intermediary resources and export venture performance under different export channel structures
研究基于204家日本工业出口企业数据，发现中介可用性通过降低渠道维护成本促进出口成功，而中介能力并非总是有益；对独立中介的依赖程度正向调节这两种资源的影响。
Purpose The literature on export channels suggests that intermediary resources, namely intermediary competence and availability, are critical for export success. However, little is known about how the beneficial effects of intermediary resources differ amongst integrated, independent and dual channel structures. One difference between these channel structures is the degree of reliance on independent intermediaries. This study aims to investigate (1) the impact of intermediary resources on export venture success, that is, export sales performance and channel maintenance costs and (2) the moderating role of the degree of reliance on independent intermediaries. Design/methodology/approach Empirical testing was conducted using survey data collected from 204 Japanese industrial exporting ventures. To test the proposed hypotheses, this study estimated a structural equation model with the maximum likelihood estimation procedure. Findings Evidence shows that two aspects of intermediary resources have different beneficial effects on export venture success. Specifically, intermediary availability leads to export venture success by decreasing channel maintenance costs, whereas intermediary competence is not always beneficial for it. Furthermore, this study finds that reliance on independent intermediaries positively moderates the impacts of intermediary competence and availability. Originality/value Previous studies emphasise the importance of intermediary resources and export channel structures. However, the question of whether export channel structures determine the performance benefits of intermediary resources is unanswered. By addressing this question, this study provides helpful insight into how exporting managers can implement channel strategy and access intermediary resources to achieve export success.