From Agents to Offices: A Case Study Examining International Business Relationships
Traverso, Pablo (2010) From Agents to Offices: A Case Study Examining International Business Relationships. [Dissertation (University of Nottingham only)] (Unpublished)
The factors which contribute towards international business success in the relationship between firms located in different parts of the world have been subject to considerable scrutiny, particularly in recent years. The main purpose of this study is to critically assess the effects on business relationships when a company invests in foreign markets in order to get closer to their target customer base. We will focus on the main conduits which form a Relationship Marketing strategy. Such a strategy aims to reach the objective of a long term international business relationship between international firms. The idea of exploring this concept is based on a model, “Key Mediating Variables (KMV)” put forward in Morgan and Hunt’s (1994) study of successful relationship marketing practice. This model specifically addresses inroads to successful international business relationships. The research focuses on geographical proximity of B2B firms with reference to these determinants.
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