ON RELATIONSHIP VALUE IN INTERNATIONAL MARKETING CHANNELS
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/351790
p.1330
Value creation is the purpose and end result of business relationships. However, there has been little research on the sources of relationship value in cross-border interfirm relationships. This is surprising given that value creation and delivery is arguably a more complex and difficult task in international markets than in domestic ones due to the differences in culture, language, management styles, and economic, social, and legal systems between exchange partners. This study investigates the drivers of relationship value in manufacturer–foreign distributor relationships. The focus is on distributor-perceived relationship value because it is typically the customer firm the final arbiter of value. The study develops a research model that consists of four different groups of predictors of relationship value: (1) exporter capabilities (i.e., marketing and technological); (2) importer capabilities (i.e., market-sensing and customer relationship management); (3) relational factors (i.e., relationship learning and cultural compatibility); and (4) market factors (i.e., competitive intensity and market growth). The identification and specification of these prognostic factors of relationship value formation was based on the review of extant literature and exploratory interviews with import and export managers. The study employs partial least squares-structural equation modeling to test model relationships. The results indicate that exporter marketing and technological capabilities, importer market-sensing and customer relationship management capabilities, relationship learning, cultural compatibility, and market growth are potent determinants of relationship value in manufacturer–foreign distributor relationships, while competitive intensity has no detectable effect. Several managerial implications are extracted from the study, as well as suggestions for future research.