The future of relational research in international marketing: constructs and conduits

被引：61

作者：

Ambler, T ^{[1
]}

Styles, C

机构：

[1] London Business Sch, London NW1 4SA, England

[2] Univ New S Wales, Sch Mkt, Sydney, NSW, Australia

来源：

INTERNATIONAL MARKETING REVIEW | 2000年 / 17卷 / 06期

关键词：

international marketing; relationship marketing; national cultures; trust;

D O I：

10.1108/02651330010356555

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Reviews relational research in marketing and makes suggestions for its application internationally. Issues relating to nature and role of relationships are highlighted Specifically, suggests looking more widely, and to other cultures, for relational constructs. We illustrate this by considering the parallel Chinese literature on guanxi. Also argues that relationships should be seen merely as conduits; necessary but not sufficient for improved performance. Information and "animal spirits" are the two key factors that flow through these conduits. Finally, suggestions are made for applying relationship marketing internationally, relating to dynamics, dyads, contextual moderators, model completeness and culture.

引用

页码：492 / 508

页数：17

共 67 条

[1] Changes in the theory of interorganizational relations in marketing: Toward a network paradigm [J].