Problem
International Relationship Marketing: Intellectual Foundations and Avenues for Further
Collapse
The central goal of this study was to establish the effects of international relationship marketing on organizations' success in achieving their marketing and sales goals. According to the authors, there has been sufficient evidence from past studies that linked organizational success to how well the organizations managed their relationships with others. To further illustrate the effect, the authors studied about 3509 articles across a long time span, wherein the main methodology used was a qualitative study. More particularly, the methodology used was citation and co-citation, in which the author compared various articles on the subject. These studies involved potential international relationship marketing research that was anchored on networking, internationalization, and new ventures at the international levels.
The main conclusion from this study is that proper international relationship management is critical in establishing a vibrant work relationship between and among contracting firms. In other words, companies that invest significantly in improving their relationship strike better deals. However, the authors notice and notify us that the subject of international relationships management is one area that has been given very little attention for the longest time and that firms need to begin studying it more deeply.
One takeaway lesson from the article is the value of international relationship management. It is important for firms, especially those dealing in global businesses, to take international relationships more seriously now than ever before. Working on relationship management will enable various international companies to adapt to environments shaped by different legal and social characteristics, which affect how firms conduct their businesses. When a company invests in studying this kind of relationship, it will be better placed to compete against other firms locally and internationally, given their exposure and willingness to learn about cultures that differ from theirs.
International Relationship Marketing: Intellectual Foundations and Avenues for Further.
Identify which of the marketing mix elements (4Ps) you believe the research findings and/or recommendations are more applicable or focused on. If not related to the 4Ps, then specify which other areas/functions of marketing the research is about (e,g., consumer behavior, market research, segmentation, ethical issues, etc.). Did you learn something new from the research results? or were they intuitive? Why or why not? If you were to research project on international marketing, what do you think is a topic or problem that warrants investigation?