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The focus of our study was on the power exercised by foreign customers on US suppliers, rather than vice versa. The fact that surveyed firms provide their perceptual views about the influence strategies exerted on their foreign customers, makes it difficult to proceed a step further and evaluate them on the basis of their main competencies, characteristics, and structures (see B. Boyle, F. R. Dwyer, R. A. Robicheaux and J. T. Simpson, Influence strategies in marketing channels: Measures and use in different relationship structures, Journal of Marketing Research 29(November), 462-473 (1992)).
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This is particularly true of smaller firms, which are either not familiar with national/international sources of information, or do not know exactly what specific information is required
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