Adapting Export Business Relationships: The Greek Experience in the UK

Addresses the issue of adaptation by indigenous Greek export manufacturing firms in their business relationships with UK importers. Fifty‐three manufacturers in Greece were included in the research sample. Results suggest that these Greek manufacturers were involved in considerable levels of modification in most marketing and organizational aspects of their relationships with UK importers. Reports high levels of satisfaction with the overall adaptation made in this relationship. However, finds that in some areas, such as promotion and marketing research, Greek firms were involved in insufficient modification or adaptation, with negative repercussions on the development of the trading association. These research findings have important implications for business practitioners in both exporting and importing firms.