The effect of cultural distance on the relational exchange between exporters and importers: The case of australian exporters

The objective of this paper is to develop and test a model on the role of cultural distance in developing relational exchanges between exporters and importers. Specifically, it has been hypothesized that cultural distance influences relational exchange, mediated by exporting performance and opportunism. It has also been hypothesized that relational exchange influences the duration of relationship. Survey results received from Australian exporting firms with regard to their relationships with Korean importers generally support the model. The managerial implications are discussed.