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Global marketing of industrial products: are interpersonal relationships always critical?

Iyer, G.R. and Sharma, A. and Evanschitzky, H. (2006) Global marketing of industrial products: are interpersonal relationships always critical? Industrial Marketing Management, 35 (5). pp. 611-620. ISSN 0019-8501

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Abstract

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.

Item type: Article
ID code: 9222
Keywords: relationship marketing, trust, inter-personal trust, outcome performance, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 18 Mar 2010 14:10
    Last modified: 06 Dec 2013 19:55
    URI: http://strathprints.strath.ac.uk/id/eprint/9222

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