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Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.

The model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.

The results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.

The study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

This paper aims to dissect cross-border contracting practices among exporting businesses. The under-representation of exporter-importer dynamics and the superficial understanding of contracts are the motivation for this exploratory study.

The qualitative multiple case study design focuses on 18 small to medium size enterprise (SMEs) exporting from New Zealand. The analysis encompasses coding, pattern matching and explanation building. This paper uses coding to uncover themes and pattern matching/cross-case comparison to facilitate explanation building.

The paper underlines the scant use of formal international sales/distribution contracts, the lack of knowledge concerning contracting, barriers to contract formation, misgivings about the court system and litigation and the adoption of proxy contracts. This paper depicts varieties of contracting practices, namely, no formal contract, improvisational, normative, and formal contractual arrangements and underlines the context in which each approach applies.

Similar to most studies in this area, the dissection of contracting practices derives from the exporter side of the dyad. This robs the research of a holistic view of the exchange. Nonetheless, this paper contributes to a better understanding of contract formation and formalization and to the role of context in shaping the activities of exporting SMEs.

Although formal contracts are vital, they are not obligatory in all exchanges. Contracts matter more for high intensity exporters with comparatively short relationship histories, selling knowledge-intensive products in predominantly non-relational cultures. Policymakers should highlight the importance of contracts in such contexts and direct SMEs to several freely available resources on cross-border contracting.

The research casts fairness/equity and access to justice as pertinent structural disadvantages impacting the contracting practices of exporting SMEs.

According to the authors’ knowledge, this paper is among the first studies to provide an in-depth portrayal of the contracting practices of exporting SMEs, to detail the pervasiveness of non-contractual contracting practices and to depict contracting as nuanced and context-dependent.

This study aims to examine the antecedents and consequences of a cooperative norm in exporter‐importer relationships. Moreover, it seeks to investigates the impact of the past economic performance of the venture on the effectiveness of interfirm cooperation.

A survey was conducted among a sample of French exporters. Data on 283 exporter‐importer relationships were analyzed using structural equations modeling.

Trust and continuity expectations foster the development of a cooperative norm, which in turn enhances importers' distributive performance. The study also shows that the effectiveness of cooperation increases in a low‐performance context.

Exporters can improve the performance of their cross‐border business relationships by fostering the development of behavioral norms. The findings suggest that a norm of cooperation helps coordinate partners' behaviors in an international exchange. The effectiveness of such a norm increases in bad times, which supports the notion that cooperation can be viewed as a tool to turn around failing export ventures.

Unlike previous studies on exporter‐importer relationships, this study conceptualizes and operationalizes cooperation as a behavioral norm. This new conceptualization of cooperation makes it possible to assess its influence on the importer's distributive performance, which conditions the success of the export venture. Another distinguishing feature of this study is that it evaluates the effect of past performance on the effectiveness of cooperation. It is shown that cooperation can be used to improve failing business relationships. Thus, cooperation can be an alternative to costly formal governance mechanisms and time‐consuming searches for new foreign representatives to replace terminated ventures.

The bulk of research in international exchange has adopted an exporter perspective. In contrast, the work reported here incorporates the importer side of the dyad. The research used an extensive multiple case study design involving 36 exporter‐importer dyads operating across four countries. The main search criteria used by importers are identified along with those areas where the perception and performance of exporters were most at variance with those being used by the importers. Field research also pointed to a marked age‐related cyclical effect in dyad performance. In addition, the best performing dyads were those in which close relationships were maintained among the people on either side, an aspect that could have been more carefully managed by some of the exporters.

The purpose of this paper is to investigate the mediating roles of cultural sensitivity and information exchange in the impact of market orientation on relationship quality.

Using a survey data set collected from a systematic sample of 297 Vietnamese exporters, the authors tested a model that depicts the direct and indirect effects of market orientation on relationship quality.

The authors found that market orientation has both direct and indirect effects, mediated by cultural sensitivity and information exchange, on relationship quality.

A major limitation of this study is the investigation only one side of the dyad, the exporter. Future research should use data collected from two sides of the dyad, the exporter and the importer.

The results of this study suggest that, exporters, who want to maintain high quality relationships with importers, should adopt a market-oriented strategy to enhance the degree of cultural sensitization to as well as the level of exchange of information with their importers.

This study enhances the understanding of predictors of relationship quality in export markets by confirming the mediating role of cultural sensitivity and information exchange in the impact of market orientation on relationship quality.

Although examples of governance abound in the study of export theory, dyadic relationships (importers and exporters) in import theory have thus far received scant attention in the international business literature. Our study aims to explore how high-quality relationships, manifested by trust, respectful engagement and vitality, augment relationship commitment between importer and exporter, while controlling for years of importing, exporter visits, exporter reputation, substitutes, and industry conditions. Data collected from 97 importing companies show that both trust and respectful engagement had a positive effect on relationship commitment. However, vitality mediated the relationship between respectful engagement and relationship commitment. The findings also indicate that the presence of product substitutes had a significant impact on relationship commitment.

The purpose of this paper is to compare and contrast the international trade characteristics of commerce between Latin American countries and some of the top economies in the world, in order to identify new business opportunities for LATAM firms in dynamical external markets.

A triple indexed gravity model, correcting with robust standardized errors clustered, and a panel data analysis was used to obtain the relationship between Latin American countries and advanced and other emerging economies.

The main finding of this paper is that innovation overcomes gravity effects and parameters typical of a knowledge society are the significant ones to explain trade among different regions. The model that includes an innovation proxy accommodates with the new international theories of trade. Besides, communication capacity is essential to reach consumers abroad with newer and more complex products. Moreover, the constant is significant when innovation is included, which may imply intersectoral trade that behaves relatively stable in bilateral trade.

The findings suggest that the economies that have some relevance in trade, have increasing numbers regarding patents. Thus, the empirical findings relate to the theoretical models which state that comparative advantages may be dynamic due to technological innovation.

This paper shows that innovation is a central parameter to engage in intratrade and develop a knowledge-based economy. Latin America sometimes appears to be a puzzle as to how to improve its economic performance and overcome its social and economic problems. Intratrade seems to be the route to increase Latin American business participation in world trade.

El propósito de este documento es comparar y contrastar las características comerciales internacionales del comercio entre los países latinoamericanos y algunas de las principales economías del mundo, con el fin de identificar nuevas oportunidades de negocios para las empresas de LATAM en mercados externos dinámicos.

Se utilizó un modelo de gravedad triple indexado el que se corrigió con errores robustos estandarizados clusterizados, y un análisis de datos de panel para obtener la relación entre los países latinoamericanos y las economías avanzadas y otras economías emergentes.

Uno de los principales hallazgos es que la incorporación de la innovación en el modelo anula el efecto de las variables típicas asociadas a la gravedad. Por lo que se podría suponer que, los parámetros propios de una sociedad del conocimiento son más importantes para explicar el comercio entre las diferentes regiones. El modelo incluye un variable de innovación que se adapta a las nuevas teorías internacionales del comercio. Otro hallazgo es que la capacidad de comunicación es esencial para llegar a los consumidores en el extranjero con productos más nuevos y complejos. Por último, la constante es significativa cuando se incluye la innovación, lo que podría implicar un comercio intersectorial que se comporta relativamente estable en el comercio bilateral.

Los resultados sugieren que las economías que tienen cierta relevancia en el comercio poseen un número creciente de patentes. Por lo tanto, los hallazgos empíricos se relacionan con los modelos teóricos que establecen que las ventajas comparativas pueden ser dinámicas debido a la innovación tecnológica.

Este documento muestra que la innovación es un elemento central para participar en el comercio interno y desarrollar una economía basada en el conocimiento. América Latina a veces parece ser un enigma sobre cómo mejorar su desempeño económico y superar sus problemas sociales y económicos. El comercio intraindustrial parece ser la ruta para aumentar la participación empresarial de América Latina en el comercio mundial.

During their process of going international, small and medium-sized manufacturing firms seek to establish long-term relationships with key importers in order to minimize the risks of doing business in a foreign market. In the process of establishing long-term relationships, exporters aim to create relational capital with key importers. Yet, the body of international marketing literature that addresses the importance of relational capital in exporter-importer (E-I) relationships is still underdeveloped. The purpose of this paper is to examine the influence of relational norms on relational capital in key E-I relationships under the moderating influence of formal and informal institutional distance. The study’s conceptual framework was developed by integrating relational exchange and institutional theories.

The study was carried out by using a survey methodology. Data were obtained by questionnaire from a sample of 122 small and medium-sized exporters from the manufacturing industry in Croatia. In order to test the hypotheses, the ordinary least squares technique was employed.

The findings support the hypotheses, implying that the development of relational capital requires relational efforts in terms of reliance and relational bonding norms. Additionally, the empirical data suggest that the dimensions of formal and informal institutional distance significantly moderate the relationships between relational norms and relational capital.

The value-added of this study is embedded within the theoretical framing and empirical testing of the antecedents of relational capital in key E-I relationships in the context of the institutional distance between partners, which has been neglected by previous studies in the field.

The buyer‐seller relationship in international consumer markets is investigated from the behavioural point of view. Seventeen matched‐pair relationships between Cypriot exporters and their corresponding British import customers comprised the research sample. The majority of these relationships were described as successful, with success being measured by the degree of satisfaction received from them. They exhibited the following common characteristics: exercise of an asymmetrical power which had an expertise base, prevalence of a low level of conflict of a functional and overt nature and existence of a high level of voluntary co‐operation. Overall, it was revealed that relationship management is a crucial component of a firm′s export behaviour and a determinant of its future export development.

This study seeks to investigate the benefits that trigger exporters' attitudinal commitment and examines their effects by taking into account the temporal dynamics of cross‐border interfirm relationships.

A qualitative field study led to the generation of hypotheses that were subsequently tested with structural equations modeling using data collected during two consecutive surveys of exporters.

The economic benefits that foster exporter's commitment include importer's specific investments, importer role performance, and exporter economic performance.

Importers can secure their foreign suppliers' commitment by investing in their business relationships and improving their distributive performance. They also need to monitor exporters' economic performance. The study highlights the importance of exporters' perceptions in building their commitment. Thus, importers need to communicate intensively about their actions to promote exporters' brands.

Unlike previous research, which has focused mostly on behavioral antecedents of commitment, this study depicts the exporting context using the exporter perspective and highlights the importance of economic benefits in shaping their attitudes. A mixed design involving both qualitative and quantitative methodologies facilitates this approach. Relational exchange theory's temporal assumptions about business relationships are reflected by the use of longitudinal data.