Marketing Motives in International Countertrade: An Empirical Examination

Dorothy A. Paun, Aviv Shoham

Research output: Contribution to journalArticlepeer-review


International countertrade is an unconventional marketing strategy used widely to promote global business transactions. A mail survey involving 108 countertrade practitioners from 23 countries suggests that marketing motives influence the importance of countertrade, frequency of countertrade use, firm-specific longitudinal change in countertrade sales volume, and orientation towards international countertrade.

Original languageEnglish
Pages (from-to)29-47
Number of pages19
JournalJournal of International Marketing
Issue number3
StatePublished - 1996
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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