Management of exporter-overseas channel intermediary relationships

The relationship between an exporter and its overseas channel intermediary (an agent or direct importer) needs to be carefully managed by the exporter. Research from relationship marketing and agency theory suggest that the performance of an exporter/foreign channel intermediary relationship can be explained by a combination of relationship and control influences. Relational factors in the form of commitment and the development of trust are positive influences on the relationship, and commitment increases along with international experience. Agency theory suggests that the presence of opportunistic behaviour has a negative influence on performance. We test these assertions using data from a sample of Australian exporters using structural equation modelling. We find that goal congruence and experience both have direct effects on perceived relationship performance, and that commitment and trust have an indirect impact on perceived performance through their impacts on monitoring activity and goal congruence.