The issue of import motivation in manufacturer—overseas distributor relationships: Implications for exporters

Abstract

Understanding the factors influencing the import decision making process plays an important role in export growth and development. However, little empirical work has been done in the pertinent marketing literature to examine the issue of import motivation. This paper reports on a systematic study of import stimulus variables in the UK exporting manufacturer‐Bahraini distributor relationship. It identifies a “multi‐attribute perceptual gap” in import motivation between exporting and importing companies, on the basis of which exporters appear to underestimate the significance of several variables in influencing the import decision of Bahraini distributors. The research findings have important implications for business practitioners in exporting firms and future research directions.