Examining the Role of Buyer-Seller Relationships in Export Performance

Piercy, Nigel F.; Katsikeas, Constantine S.; Cravens, David W.
March 1997
Journal of World Business;Spring97, Vol. 32 Issue 1, p73
Academic Journal
This article develops important benchmarks for suppliers concerned with building sustainable competitive advantage in their export markets. The evidence most especially suggests the need to focus more attention on buyer-seller relationship-building in export marketing, as compared to more conventional export support activities. Great Britain is a major export market for many suppliers in the United States. This article reports on British importers' perceptions of United States exporters, including importers' selection criteria used in choosing suppliers, and ratings of the performance is linked to their future purchase intentions. In particular, high-performing importers are identified as a key target for sustained export growth. These importers display distinct preferences and priorities in trading relationships with exporters. The issues discussed in the article also provide potentially useful guidelines for examining exporter-importer relationships in other European Union countries.


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