Antecedents of Cooperation, Conflict and Relationship Longevity in an International Trade Intermediary's Supply Chain

The study is based on a survey of 135 British International Trade Intermediaries. The main objectives are to identify (a) the factors that enhance co-operation and reduce conflict between an ITI and its suppliers and (b) the impact of conflict and cooperation on the maintenance of long-term relationships. Based on the marketing channel literature, a set of propositions was developed and tested using classical path analysis. Findings suggest that co-operation improves with frequent, informal and bi-directional communication and the existence of solidarity norms in the channel, whereas conflict is relieved by cooperation and the existence of flexibility and solidarity norms. Finally, the average duration of an ITI's relationships with its suppliers is affected negatively by the level of conflict occurrence.