“…Foreign intermediaries manage crucial issues such as direct customer contact or the choice of products to be promoted (Bello & Lohtia, 1995;Coughlan, Anderson, Stern, & El-Ansary, 2006;de Mortanges & Vossen, 1999;Frazier, Maltz, Antia, & Rindfleisch, 2009). As Liang and Parkhe (1997, p. 520) stress, the notion of an importer as an entity that, "at best, is thought to be a silent partner, and at worst, passive recipient of exporters' offerings" is outdated.…”