TY  - JOUR
AB  - Addresses the issue of adaptation by indigenous Greek export
manufacturing firms in their business relationships with UK importers.
Fifty‐three manufacturers in Greece were included in the research
sample. Results suggest that these Greek manufacturers were involved in
considerable levels of modification in most marketing and organizational
aspects of their relationships with UK importers. Reports high levels of
satisfaction with the overall adaptation made in this relationship.
However, finds that in some areas, such as promotion and marketing
research, Greek firms were involved in insufficient modification or
adaptation, with negative repercussions on the development of the
trading association. These research findings have important implications
for business practitioners in both exporting and importing firms.
VL  - 11
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509310027882
UR  - https://doi.org/10.1108/02634509310027882
AU  - Katsikeas Constantine S.
AU  - Piercy Nigel F.
PY  - 1993
Y1  - 1993/01/01
TI  - Adapting Export Business Relationships: The Greek
Experience in the UK
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 22
EP  - 27
Y2  - 2024/04/19
ER  -