How relational drivers affect relationship value in key exporter-importer relationships: a dark side perspective

Purpose B2B marketing scholarship has acknowledged that relational capital and relationship-specific investments (RSIs) are critical relational drivers for explaining the success of business relationships, especially those in an export-import (E-I) context. However, the literature is still inconclusive on whether E-I partners should accentuate relational drivers to the fullest in order to increase relationship value. By drawing on relational...