Relational Drivers, Controls and Relationship Quality in Exporter–Foreign Middleman Relations

Abstract

In an international setting, the potential conflict between the trading partners is thought to be more acute than in the domestic market, as cultural distance and ensuing misunderstandings make trading relations more complicated and demanding: the international marketer is confronted with the challenges of not only understanding the culture but also interpreting the local market information. This situation is often aggravated by limited resources put into the international marketing endeavour by the marketer.

Citation

Arthur Solberg, C. (2006), "Relational Drivers, Controls and Relationship Quality in Exporter–Foreign Middleman Relations", Arthur Solberg, C. (Ed.) Relationship Between Exporters and Their Foreign Sales and Marketing Intermediaries (Advances in International Marketing, Vol. 16), Emerald Group Publishing Limited, Leeds, pp. 81-105. https://doi.org/10.1016/S1474-7979(05)16004-9