I have the following defined in my org customisation:

#+begin_src org
(org-add-link-type "cite" 'ebib
                   (lambda (path desc format)
                     (cond
                      ((eq format 'latex)
                       (format "\\cite{%s}" path)))))
#+end_src

which allows me to insert links like

  [[cite:jones-etal-2000][Jones et al., 2000]]

and have the correct code exported for Latex.  I have not, obviously,
defined any export rules for HTML etc.

-- 
: Eric S Fraga, GnuPG: 0xC89193D8FFFCF67D
: in Emacs 24.3.50.1 and Org release_7.9.3f-1199-g3a0e55


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