International trade intermediaries and the transfer of marketing knowledge in transition economies

A B S T R A C T
The process of market reform that characterizes the move away from regimes of central
planning in transition economies creates a need for managers to acquire the techniques
and skills of marketing. In contrast with an extant emphasis on inward direct investment,
this study examines the role played by international trade intermediaries in the transfer of
marketing knowledge across borders. Data collected from manufacturers in central China
reveal that the value of marketing knowledge transferred is contingent upon intermediary
performance of exportmarketing services and the likelihood of intermediary replacement.