Understanding buyer‐seller relationships in marketing channels relies on modelling conflict, yet little research concerning this question has been conducted in the context of exporter marketing channels. This article focuses on certain conflict‐related aspects of the exporter‐importer trading relationship. The research involves Greek exporters and importers in the UK, and reveals relatively low degrees of conflict. This leads to the identification of both managerial implications and future research directions.
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Katsikeas et al. (1991) studied this question.