Internationalization and relationship marketing: an introduction

Abstract

Purpose – This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components for each step. Design/methodology/approach – The study undertakes a review and synthesis of the extant literature examining internationalization and RM. It then identifies two stages of the internationalization process and its steps, associated with RM components. Findings – The study highlights that each step in the internationalization process requires appropriate RM component to be implemented successfully. Practical implications – Findings of this study highlight the importance of managing internationalization for firms intending to enter to foreign market and identify the issues that need to be understood, if firms are to effectively manage their internationalization strategy. Originality/value – The paper is the first to integrate the concepts of internationalization and RM and to identify the factors that make managing these two types of firm's strategy.

International Relationship Marketing: Intellectual Foundations and Avenues for Further Research

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A associação da qualidade dos serviços prestados na intenção de reutilização da oficina de concessionárias automotivas autorizadas

“…A associação da qualidade dos serviços prestados na intenção de reutilização da oficina de concessionárias automotivas autorizadas Neste cenário, construir um relacionamento com os clientes de longo prazo é importante para a sobrevivência do negócio (Khojastehpour & Johns, 2014;Tonder et al, 2017). A prestação de serviço tornou-se uma parte importante na estratégia competitiva das empresas que fabricam equipamentos para indústrias manufatureiras (Guajardo, Cohen & Netessine, 2015).…”

Branding destination image: a stakeholder causal scope analysis for internationalisation of destinations

“…In the internationalisation process of a service (here a tourist destination and its utilities), RM has a significant impact on pre and post internationalisation continuums of the service to identify the issues that need to be understood, in order to effectively manage the internationalisation strategy (Khojastehpour and Johns, 2014a;2014b). Trust and communication as RM constructs appear as more important in pre-internationalisation continuum to overcome the psychic distance, where commitment and satisfaction as RM constructs are more important in post-internationalisation stage to build long-term relationships (Khojastehpour and Johns, 2014).…”