Behavioural aspects of the exporter-importer relationship: The case of cypriot exporters and british importers
AuthorLeonidou, Leonidas C.
SourceEuropean Journal of Marketing
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There are two major approaches in examining distribution channels, the economic and the behavioural. The former focuses on the “efficiency” aspects of the distribution channel, namely, costs, functional differentiation and channel design. The latter concentrates on the “behavioural” aspects of the relationship between members of the distribution system, such as power, conflict, co-operation and satisfaction. Both approaches complement each other and affect ultimate channel performance. However, in the case of export distribution channels, the behavioural approach is perhaps the more interesting and challenging, due to the psychological distance between exporting firms and their import customers, which stems from differences in language, culture, business practices, industrial development, etc(1). © 1989, MCB UP Limited