In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past...

In this article the authors develop a new measurement scale (the RELQUAL scale) to assess the degree of relationship quality between the exporting firm and the importer. Relationship quality is presented as a high order concept. Findings reveal that a better quality of the relationship results...

Past research has shown how outcomes in interorganizational relationships are influenced by the characteristics of the individual relationship in question. Focusing on relationships between suppliers and their organizational buyers, we augment this perspective by positing that relationship...

This research examines the evolution of cooperative interorganizational relationships and provides an empirical test of four propositions from the DSO (Dwyer et al. 1987) life-cycle theory, and one proposition from the RV (Ring and Van de Ven 1994) theory of relationship development. Using...