An Investigation of the Relationship Between Chinese Exporters and U.S. Importers From China’s Perspective

In marketing relationship literature, the buyer—supplier relationship is often studied from the buyers’ perspective in Western countries. In order to address these two gaps, this study investigated the relationship between Chinese exporters/suppliers and U.S. importers/buyers from the Chinese suppliers’ perspective. Fourteen in-depth interviews were conducted in 2008 and two themes were identified. The first theme, surviving, presented a negative and pessimistic perception between the two parties. The second theme, thriving, presented a positive and optimistic perception. Three conclusions were drawn. First, an x—y diagram presented the overall perceptions of Chinese suppliers on their business relationship with U.S. buyers. Second, this study supported the transition from a power-dominating supplier—buyer relationship to a commitment—trust supplier—buyer relationship in the United States—China trading business. Last, what business partners either side needs to look for when they want to do business with each other was stated. Contributions and limitations were discussed as well.