Benefits‐based drivers of exporters' attitudinal commitment toward their foreign distributors: A longitudinal study

• Published in: International marketing review 2010-11, Vol.27 (6), p.606-629
• Main Author: Obadia, Claude
• Format: Article
• Language: English
• Subjects: Distribution channels; Distributors; Economic statistics; Economic theory; Exporters; Exports; Importers; International trade; Longitudinal studies; Market strategy; Marketing; Studies; Vendor supplier relations
• ISSN: 0265-1335; 1758-6763
• DOI: 10.1108/02651331011088254

This study seeks to investigate the benefits that trigger exporters' attitudinal commitment and examines their effects by taking into account the temporal dynamics of cross-border interfirm relationships. A qualitative field study led to the generation of hypotheses that were subsequently tested with structural equations modeling using data collected during two consecutive surveys of exporters. The economic benefits that foster exporter's commitment include importer's specific investments, importer role performance, and exporter economic performance. Importers can secure their foreign suppliers' commitment by investing in their business relationships and improving their distributive performance. They also need to monitor exporters' economic performance. The study highlights the importance of exporters' perceptions in building their commitment. Thus, importers need to communicate intensively about their actions to promote exporters' brands. Unlike previous research, which has focused mostly on behavioral antecedents of commitment, this study depicts the exporting context using the exporter perspective and highlights the importance of economic benefits in shaping their attitudes. A mixed design involving both qualitative and quantitative methodologies facilitates this approach. Relational exchange theory's temporal assumptions about business relationships are reflected by the use of longitudinal data.