Import Motivation in Manufacturer–Overseas Distributor Relationships: Guidelines for U.S. Industrial Exporters

Abstract

U.S. exporters face ever increasing competition as they try to penetrate foreign markets. Understanding the forces driving the import decision-making process of overseas customers is vital in exporters' efforts to compete successfully. However, little empirical research has been conducted in the field of international marketing to examine the issue of import motivation. This article reports on a systematic study of import motives of U.K. distributor firms trading with U.S. exporting manufacturers of industrial products. In this context, the relationship between such motivating elements and degree of import involvement is investigated. The results reveal the presence of significant differences in the patterns of motivation between different groups of firms in terms of the level of import involvement. The implications of the study for U.S. industrial exporters are discussed, and future research directions identified.