The relationship between Greek export manufacturers and UK importers: The dimension of exercised power

Although the dimension of power is critical to understanding buyer‐seller relationships, few studies exist regarding this issue in the framework of export distribution channels. This paper analyses some power‐related aspects of the exporter—importer relationship. An attempt to investigate the magnitude and pattern of perceptual differences between the parlies in a number of exporter‐importer pairs gives the analysis a unique character. It was found that in broad terms the importer exercises higher levels of power over the exporter rather than vice‐versa, and that mostly the perceptual differences between the two relationship partners followed no systematic direction. The research findings have significant implications for business practitioners in both developed and lesser developed countries. Areas for further research are also suggested in the light of the empirical findings.