Differential Effects of Bilateral Norms on SMEs’ Export Relationships: A Dynamic Perspective.

The article discusses research which examined the effects of continuity expectations, equity and cooperation on the dysfunctional and productive behaviors of distributors. Topics covered include the effects of relational norms on opportunism in the context of the realities and tests relevant moderating effects of exporting small and medium enterprises (SME), and the role of norms in relationship marketing in structuring the ideology of a business dyad.