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Relationship value in Thai business-to-business marketing: an empirical study

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  • Nattavud Pimpa

Abstract

Buyer-seller relationship in business-to-business has been perceived as one of the key strategies in business sustainability. However, different international marketplaces require different business strategies to foster buyer-seller-relationship. This study examines what contributes to the business relationship in the Thai context. Marketing, product, technical, logistics, financial, risk-reduction, informational and strategic benefits were tested as variables to predict buyer-seller relationship in Thailand. The study reveals significant differences in factors contributing to relationship among business in the city and country. The results verify that risk-reduction strategy and marketing benefits for partners are strongly recommended as key relationship building strategies with Thai partners.

Suggested Citation

  • Nattavud Pimpa, 2009. "Relationship value in Thai business-to-business marketing: an empirical study," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 3(3), pages 325-337.
    • Handle: RePEc:ids:ijbglo:v:3:y:2009:i:3:p:325-337
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