Abstract
Analysis of the international marketing literature confirms a dominant focus on relationships between variables or constructs internal to the exporter and exporter-based measures of performance. This concentration on the exporter/seller has been at the expense of the importer/customer. The authors report on a new exploratory study that contrasts the importer and exporter perspectives on three key aspects of their international relationship: its stage of development, relationship strength, and how relationship performance is measured. The findings provide some new insights into the development of international exchange relationships and the differences in how importers and exporters perceive the same dyad relationship. The paper concludes by outlining the implications for exporters and an agenda for future research.
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