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Relationship States in an International Marketing Channel

Relationship States in an International Marketing Channel Research into the relationship of UK exporting manufacturers and their West German agents and distributors is examined. The mail questionnaire was the selected research instrument. Four participant dimensions were used in the evaluation and categorisation of relationship states. These were performance; experience; uncertainty and satisfaction. Relationships were found to be in one of five possible states of development: new; growing; troubled; static; or declining. Few firms were found in the new category; the largest state was that of growing. Once in the growing state, firms may move eventually into one of the remaining categories over time. The troubled state was categorised by high levels of conflict, uncertainty and dissatisfaction. The static state consisted of firms with static sales. The declining state consisted of firms whose sales were declining but the relationship was profitable and worth continuing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Relationship States in an International Marketing Channel

Richard A. Moore
European Journal of Marketing , Volume 25 (5): 13 – May 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569110003724
Publisher site
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Abstract

Research into the relationship of UK exporting manufacturers and their West German agents and distributors is examined. The mail questionnaire was the selected research instrument. Four participant dimensions were used in the evaluation and categorisation of relationship states. These were performance; experience; uncertainty and satisfaction. Relationships were found to be in one of five possible states of development: new; growing; troubled; static; or declining. Few firms were found in the new category; the largest state was that of growing. Once in the growing state, firms may move eventually into one of the remaining categories over time. The troubled state was categorised by high levels of conflict, uncertainty and dissatisfaction. The static state consisted of firms with static sales. The declining state consisted of firms whose sales were declining but the relationship was profitable and worth continuing.

Journal

European Journal of Marketing – Emerald Publishing

Published: May 1, 1991

Keywords: Distribution channels; Export; Germany; Marketing channels; United Kingdom

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