Amir, Huma (2010) Relationships between exporters from Pakistan and importers from the United Kingdom : a dyadic perspective. PhD thesis, University of Warwick.

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Abstract

This research is in reply to requests made by academicians to conduct research on
cross-border marketing channels in developing countries (cf Cunningham, 2001).
With its grounding in interaction theory and relationship marketing theory, an
interpretive approach is taken that looks into the relationships between importers
from a developed country (UK) and exporters from a developing country
(Pakistan) in a context which has not been studied before. Nine pairs of importerexporter
dyads from across three industries (bed-linen, towels, leather apparel)
were interviewed iteratively. The interviews were recorded, transcribed, and
analysed hermeneutically to build categories and themes of data.
The results showed that good relationships had built over the years of mutual
exchange and the relationships were characterised by building of relational bonds
that acted as governance structures. But the relational bonds were unique to the
dyads. Exporters made process and product modification investments but
importers investments were limited to time and effort in learning. Extensive
learning was involved in the initial days of relationship start-up but a happy
centre-point had been achieved. The IMP model was modified for the context of
the research based on respondents‟ definitions of their perceptions of relational
exchanges and their effects on the dyadic relationship. It was found that country
perceptions played a very strong role in the entire interaction process. It mediated
the adaptations and institutionalisation of relational bonds, carried with it a strong
product quality perception, and governed the power/dependence,
conflict/cooperation, closeness/distance continua. Another phenomenon of interest was observed. Steep price pressures from the
retailers due to changing market structure and increasing competition for both
importers and exporters had a very strong negative influence on dyadic
relationships. Importers and exporters defined it as a transient phase due to
China‟s artificially depressed prices, and the dyads perceived that these prices
were not sustainable and would eventually rise.
But in the meanwhile, it was observed that as importers moved their purchases to
cheaper supply-sources, they showed high levels of relationship energy. Though
interorganisational relationships may have been subdued, or even severed,
interpersonal relationships were strong and strategically maintained to keep the
crucial link that would allow importers to return once the unstable conditions of
perceived unstable short time depressed prices had alleviated and Pakistan was
once more considered an efficient source of supply. Exporters devised strategies
to survive in the interim period while they waited for importers to return with
renewed business. Opportunism was also observed on part of both importers and
exporters since short-term gains became more attractive than long-term returns on
relationship-investment. This state of heightened uncertainty and short-term
perspective of the otherwise long-enduring relationships was termed a
consequence of Perceived Dynamic Competitive Prices.

Item Type:	Thesis or Dissertation (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Pakistan -- Commerce -- Great Britain, Great Britain -- Commerce -- Pakistan, Dyadic analysis (Social sciences), Developing countries -- Commerce, Business networks
Official Date:	2010
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Elliott, Richard H.; Abimbola, Temi
Extent:	xix, 379, lix leaves.
Language:	eng

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