Antecedents and consequences of relationship intention: implications for transaction and relationship marketing

Article Abstract:

The relationship intention is an important parameter that helps marketers for their business approach to serve their customers. It is explained that relationship intention will not change over time if firm equity, the brand equity and channel equity do not change.

Evaluation, Customer service, Support services

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Guanxi vs. relationship marketing: Exploring underlying differences

Article Abstract:

A study conducted to analyze the relationship between western marketing and guanxi marketing principles is presented. The managerial implications for international marketers venturing into Chinese markets are also discussed.

Forecasts, trends, outlooks, Marketing procedures, Methods, Forecasts and trends, Marketing, Market trend/market analysis, Company marketing practices, International marketing, Market entry

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Anxiety of dependency in international joint ventures? an empirical study of drivers and consequences of relationship insecurity

Article Abstract:

The increasing dependence on international joint ventures by multinational corporations and effects of relationship insecurities on business performance management are analyzed.

Management dynamics, Analysis, Management, Joint ventures, Company business management, Business performance management

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