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The two sides of cooperation in export relationships: When more is not better

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  • Claude Obadia

    (Inseec U. Research Center)

  • Matthew J. Robson

    (Cardiff University)

Abstract

Studies have questioned the beneficial effects of exporter–importer cooperation by showing, without explaining, that it may not have a positive effect on performance. We contend that cooperation carries the genes of its own demise. We develop a model drawing insights from exchange theory and the dark-side perspective of social relationships, which we then test using two consecutive data collection efforts with exporters. Results suggest the influence of cooperation on exporter market performance has an inverted U shape; at high levels, the effect of cooperation on performance fades and becomes negative. Further, this effect is indirect. Cooperation must first influence the importer’s behavior, via its specific investments, to improve the exporter’s market performance. Moreover, we find that lower levels of interdependence increase the effect of low-to-moderate levels of cooperation on importer’s specific investments, and that the effect of cooperation on investments is impervious to psychic distance. Our results caution that more cooperation with foreign distributors is not always better and can hurt export performance. Indeed, export managers should not expect a simple, systematically positive, and direct relationship between cooperation and exporter market performance.

Suggested Citation

  • Claude Obadia & Matthew J. Robson, 2021. "The two sides of cooperation in export relationships: When more is not better," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1616-1627, October.
    • Handle: RePEc:pal:jintbs:v:52:y:2021:i:8:d:10.1057_s41267-021-00420-7
    DOI: 10.1057/s41267-021-00420-7
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    Cited by:

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    3. Roh, Taewoo & Xiao, Shufeng (Simon) & Park, Byung Il, 2024. "MNEs' capabilities and their sustainable business in emerging markets: Evidence from MNE subsidiaries in China," Journal of International Management, Elsevier, vol. 30(1).
    4. Wang, Tao & Deng, Xiaoyang & Sheng, Shibin & Jia, Yu, 2024. "Mitigating the damage of a global pandemic on the international buyer-supplier relationship: Evidence from Chinese suppliers," Journal of Business Research, Elsevier, vol. 172(C).
    5. Obadia, Claude & Vida, Irena, 2024. "Export marketing strategy and performance: A focus on SMEs promotion," International Business Review, Elsevier, vol. 33(2).
    6. Asseraf, Yoel & Gnizy, Itzhak, 2022. "Translating strategy into action: The importance of an agile mindset and agile slack in international business," International Business Review, Elsevier, vol. 31(6).
    7. Kantaruk Pierre, Oksana & Descotes, Raluca Mogos & Pla-Barber, José, 2024. "Exploring relational norms in exporter-importer product innovation co-development: A qualitative study," International Business Review, Elsevier, vol. 33(1).

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