This paper first defines and then presents a model of ''relationship equity'' for business markets. It points out that the potential benefits of managing relationship equity have been largely ignored and that a general model and stream of relevant research questions could be useful to marketing and relationship practitioners. The model developed considers the special case of key account management as antecedent, two different types of moderator variables, relationship equity as a perception by the buyer, and switching behavior via adoption of new telecommunication services as a result of this perception. The model is used as a basis for developing a number of working propositions. D

Purpose Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam. Design/methodology/approach A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products. Findings The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers. Research limitations/implications Future research should examine the sociocultural dimensions of shopping at traditional stores by exploring how such shopping relates to, and is embedded in, the formation and changes of individual identity, especially in communities outside of Ho Chi Minh City where shoppers are almost entirely dependent on traditional stores. Practical implications Traditional stores have the benefit of convenient location and savings in both time and travel costs. These benefits are being eroded as supermarkets and transnational retail corporations establish new stores close to the traditional stores. Social implications Shopping at traditional markets is part of the social culture and is embedded in individuals’ identity formation, despite increasing urbanization and shoppers’ higher incomes. Originality/value This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.

Purpose-The paper aims to identify the challenges faced by Huawei Technologies, China's biggest telecommunications equipment manufacturer, as it makes the transition from an indigenously-owned business to a potentially competitive global giant. Design/methodology/approach-This is an inductive, interpretative case study complimented by hands-on experience with the industry. Findings-The paper finds that Huawei lies at a crossroads in a transitional telecommunication sector that is no longer isolated from global reforms and advancement. Through internationalisation the company has learned to compete by adjusting their mechanisms, learning instruments and focus. Originality/value-The paper is useful for practitioners in that it shows how indigenous companies in latecomer industrialising countries like China can overcome the late mover position in some of the advanced markets they have entered. For academics it highlights the role of government in helping to construct competitive indigenous firms that could take on global giants.

Purpose -Aims to provide the contextual framework for local and foreign manufacturers in assessing the market potential of China's telecommunications equipment market, including an analysis of contemporary economic, political and historical issues. Design/methodology/approach -This is an inductive, interpretative case study. Findings -History matters in the evolution of China's telecommunications market especially given its concern over maintaining control of a strategic interest, as well as the protection of vested interests within the state-controlled economy. Originality/value -To practitioners: the importance of research, vis-à -vis interpretation and argument, in assessing market potential in a hightechnology market. To academics: the role of government in the value chain and network especially when they have controlling stakes, as is the case here with China's telecommunications equipment manufacturers and operators.

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