Value differences as determinants of importers’ perceptions of exporters’ unethical behavior: The impact on relationship quality and performance

Abstract

1 Highlights Our study focuses on the value drivers of the unethical marketing behavior of exporters  We use a survey to collect data  Similarities in national, corporate, and personal values are negatively related to unethical marketing practices  Network ties seem to play a moderating role  Perceived export marketing unethicality negatively influences exporter-importer relationship quality and performance 2 Value differences as determinants of importers' perceptions of exporters' unethical behavior: The impact on relationship quality and performance AbstractThe article focuses on the value drivers of the unethical marketing behavior of exporters, as seen from the perspective of their importers, and how this in turn affects the quality of their working relationship and performance. Based on a sample of 189 Cypriot importers, the study revealed that similarities in national, corporate, and personal values between importers and their foreign suppliers are negatively related to unethical marketing practices of the latter as perceived by the former, and vice versa. Perceived export marketing unethicality, in turn, negatively influences the exporter-importer relationship quality (as expressed in terms of cooperation, communication, trust, and commitment), which subsequently has harmful effects on the performance of the relationship. In addition, the existence of a high similarity in both value strength and ethical codes between importers and their export suppliers was found to positively affect the quality of the working relationship. Finally, the association of both corporate and personal value similarity with perceived export marketing unethicality was found to be moderated by network ties, although this was not evident in the case of national value similarity. The findings of the study have important implications for import managers in terms of properly selecting and handling relationships with their foreign suppliers.

Ethical Sourcing: An Analysis of the Literature and Implications for Future Research

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Inter-Firm Governance and Relationship Quality: A Study on 3pl Firms

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The Role of Foreign Intermediary Relationship Quality on Export Performance: A Survey on Turkish Firms

“…Marketing performance theories developed with product focus rely mainly on cost structures but changing circumstances increasinly put more focus on relational aspects of marketing strategies modifying the role of customer or intermediaries of the firm. The development of harmonious exporterimporter relationships are rooted in mutual understanding and interpreting issues with similar values (Leonidou et al, 2013). Recent studies argue that factors associated with intermediary partnership successes are less related to formal set of arrangements but it is more dependent on processes that maintain good will between partners involved in the exchange (Silva et al, 2010).…”