Abstract

Adopting the lenses of transaction cost, agency, internationalization process, and resource-based theories, we
propose a contingency model to explain the link between export channel integration and performance. The
proposed contingency approach resolves prior inconsistent results in the export literature regarding the
effectiveness of export channel integration. The paper suggests theory-based matching strategies for four
contingencies based on levels of environmental uncertainty and similarity. Export channel integration is effective
under conditions of high market similarity and either low or high environmental uncertainty. Under other
conditions, exporters should not integrate. We discuss these with suggestions for research, and for managers
developing international strategy.

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