Exporter‐Importer and Exporter‐Domestic Customer Relationships: Power Considerations

In an attempt to make progress towards filling out some major gaps in the export marketing literature, focuses on the comparison of the business relationships of indigenous manufacturers from Greece with importers based in a developed country and other domestic purchasing partners, with regard to the dimension of exercised power. Fifty‐three Greek manufacturing firms participated in the research study. Overall, Greek manufacturers were found to lose a significant degree of control over key marketing decision‐making areas, when expanding their operations from domestic to overseas markets. Concludes that the study findings have important implications for business practitioners, as well as for future research directions in the field of export marketing.