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Relationship marketing in an international context: a literature review

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  • Samiee, Saeed
  • Walters, Peter G. P.

Abstract

This study identifies and examines the extant literature in international relationship marketing. Twenty-four empirical studies that address various aspects of relationship marketing are identified. However, only eight studies were found to explore marketing relationships across national boundaries. The remainder combine multi-country data or examine relationship marketing in non-US settings. In this review, we report the nature and the findings of these studies and discuss their implications for future research and marketing practice. It is apparent from this review that, despite the increasing importance of international marketing, insufficient attention is being paid to exploring and theorizing relationship marketing in international contexts. Furthermore, limited effort in validating domestic findings in international settings circumscribes the universal applicability and managerial relevance of relationship marketing studies.

Suggested Citation

  • Samiee, Saeed & Walters, Peter G. P., 2003. "Relationship marketing in an international context: a literature review," International Business Review, Elsevier, vol. 12(2), pages 193-214, April.
    • Handle: RePEc:eee:iburev:v:12:y:2003:i:2:p:193-214
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    2. Erin Anderson & Barton Weitz, 1989. "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, INFORMS, vol. 8(4), pages 310-323.
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    5. Sollner, Albrecht, 1999. "Asymmetrical Commitment in Business Relationships," Journal of Business Research, Elsevier, vol. 46(3), pages 219-233, November.
    6. Heide, Jan B. & Stump, Rodney L., 1995. "Performance implications of buyer-supplier relationships in industrial markets : A transaction cost explanation," Journal of Business Research, Elsevier, vol. 32(1), pages 57-66, January.
    7. Haugland, Sven A., 1999. "Factors Influencing the Duration of International Buyer-Seller Relationships," Journal of Business Research, Elsevier, vol. 46(3), pages 273-280, November.
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    Cited by:

    1. Lages, Carmen & Lages, Cristiana Raquel & Lages, Luis Filipe, 2005. "The RELQUAL scale: a measure of relationship quality in export market ventures," Journal of Business Research, Elsevier, vol. 58(8), pages 1040-1048, August.
    2. Yen, Dorothy Ai-wan & Abosag, Ibrahim, 2016. "Localization in China: How guanxi moderates Sino–US business relationships," Journal of Business Research, Elsevier, vol. 69(12), pages 5724-5734.
    3. Antonio CORREIA de BARROS & Hortensia BARANDAS & Paulo Alexandre PIRES, 2009. "Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 713-734, October.
    4. Leonidou, Leonidas C. & Palihawadana, Dayananda & Chari, Simos & Leonidou, Constantinos N., 2011. "Drivers and outcomes of importer adaptation in international buyer-seller relationships," Journal of World Business, Elsevier, vol. 46(4), pages 527-543, October.
    5. Professor Anil Keskar & More Pranay, 2018. "Relationship Value –A Study of Various Published Articles," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 9(2), pages 96-112, May.
    6. Nasim Khoshbahar Azar & Hormoz Mehrani, 2017. "The Effect of Relationship Marketing Orientation on Brand Equity (Case Study: Privileged Branches of Sepah Bank in Tehran)," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 153-163.
    7. Bianchi, Constanza C. & Saleh, Md. Abu, 2011. "Antecedents of importer relationship performance in Latin America," Journal of Business Research, Elsevier, vol. 64(3), pages 258-265, March.
    8. Ýrem Eren-Erdoðmuþ & A. Müge Yalçýn & Aichurek Bopieva, 2012. "Revisiting Relationship Marketing in Emerging Markets: The Case of Turkish Exportes," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 26(1), pages 81-101.
    9. Carmen Lages & Cristiana Raquel Lages & Luis Filipe Lages, 2004. "The relqual scale: a measure of relationship quality in export market ventures," Nova SBE Working Paper Series wp447, Universidade Nova de Lisboa, Nova School of Business and Economics.
    10. Ren, Shengce & Eisingerich, Andreas B. & Tsai, Huei-Ting, 2015. "How do marketing, research and development capabilities, and degree of internationalization synergistically affect the innovation performance of small and medium-sized enterprises (SMEs)? A panel data," International Business Review, Elsevier, vol. 24(4), pages 642-651.
    11. Mahran Meskeh & Widiane Ferchakhi, 2012. "Le marketing relationnel international des distributeurs : cas des hypermarchés français au Moyen-Orient," Post-Print halshs-00801547, HAL.
    12. Nes, Erik B. & Solberg, Carl Arthur & Silkoset, Ragnhild, 2007. "The impact of national culture and communication on exporter-distributor relations and on export performance," International Business Review, Elsevier, vol. 16(4), pages 405-424, August.
    13. Ron Berger & Moti Zviling, 2013. "The Relationship between Stakeholder Marketing and Reciprocity in Eastern Europe: A Conceptual Analysis," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 2(2), pages 149-164.

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