“…Overall, the literature reveals that the exercise of non-coercive power in the form of expertise, service quality, or assistance helps to establish a positive relationship atmosphere as it increases satisfaction (Leonidou, 1989), boosts relationship strength (de Ruyter, Wetzels, & Lemmink, 1996), fosters a sense of justice (Hoppner, Griffith, & Yeo, 2014), and lowers disagreements between parties (Leonidou, Talias, & Leonidou, 2008). The exercise of coercive power, on the other hand, not only has a detrimental effect on the relationship (such as weaker ties, escalating conflict, decreasing satisfaction, reluctance to be flexible, lower relationship performance) (de Ruyter et al, 1996;Hoppner et al, 2014;Leonidou et al, 2008;Matanda, Ndubisi, & Jie, 2016), but also decreases the financial performance of the exposed party (Matanda & Freeman, 2009). The degree of the power exercised may change according to the international involvement of the business partner, with highly involved parties exerting higher power on promotion and distribution strategies (Kaleka, Piercy, & Katsikeas, 1997).…”