This study aims to make a conceptual and empirical contribution by developing and operationalizing suitable scales to capture certain Confucian values (face saving, humility, group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based on the pertinent literature,...

Purpose Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export...