Hardbound. The book presents the most recent developments in international industrial and service marketing research, from a relationship and network perspective. While the latter perspective has a long tradition in Europe, relationship marketing has also in recent years become one of the dominant approaches in the USA, Canada, Australia and New Zealand. However, the schools of thought on relationships and networks emerging from different marketing traditions examine different concepts, use different methods and arrive at different outcomes, all of which are reflected here.

This book aims to fulfil two objectives: to contribute to the state of knowledge in the broad area of relationship marketing and to provide readers with an insight into the antecedents and roots of the current "fashionable" interest in relationship marketing. The first part of this book presents ideas on our current understanding of networks, relationships, and interaction. The second part contains contributions which will be of interest to all those undertaking research in the area of business-to-business marketing. Part three, containing contributions with a strategic orientation, aims to...

This book examines the relationship between multinational firms and emerging markets, a relationship which has changed profoundly in the period from the 1950's to the late 1990's. Governments and multinational firms have moved from a situation of conflict to one where government policies were seen as a constraint on the activities of MNE's, and finally to an era of cooperation. This relationship has been reflected in (and driven by) academic writing on the subject, of which this book is a selection of the best examples. The readings in part one show how the critical conflictual elements of...

Business networks have been defined as networks of connected business relationships between firms, where a business relationship is a lasting relation between two firms doing business with one another. This volume aims to discuss learning in business network settings.

Reflects the current state-of-the-art research in the alliance field. It is based on thirty-six papers contributed by leading academics at a conference hosted by Professors Contractor and Lorange at IMD, Switzerland. A follow-up to the original conference this book reflects the latest thinking within this field. While the papers have an academic tone, they abound with practical insights and recommendations for alliance practice. Cooperative Strategies in International Business contains papers presented at a conference fifteen years ago hosted by Professors Contractor and Lorange and held at...

Main headings: I. The multinational corporation as a phenomenon and its welfare implications. - II. What kinds of multinational corporations are there and what are their true competitive advantages? - III. Impacts of globalisation on people and mind. - IV. Internationalisation from a company perspective. - V. Internationalisation from a network perspective.

For marketers, the Internet is increasing in importance. One important marketing issue is how to initiate, develop, and manage relationships with customers through the Internet. This holds true for marketing of goods and services, in domestic as well as international markets. This book aims to improve our knowledge on utilization of the Internet in marketing. The book will supply theoretical as well empirical knowledge on managing customer relationships on the Internet. This book also contributes to the development of theory to explain the internationalization process of Internet firms by...

The publication of this book is timely and appropriate because it deals with Eastern and Central Europe (ECE), and alliances with local partners with different attitudes, beliefs and ways of thinking. At the beginning of the 1990s many Western firms entered ECE hurriedly without thinking about the complexities associated with this region. Many promising business ideas failed due to lack of knowledge about the local environment including social, cultural, political and human resource related issues. This book therefore addresses issues in depth as how to reduce the gaps between Western and...

The purpose of the volume is to analyze the impact of European Union on inward foreign direct investment in Europe and to discuss what type of effects are being created by this race for FDI. policy issues as addressed by the EU authorities and incentive regimes exercised in single countries by local governments. Second, by looking at company strategies towards location selection and whether there is a trend towards concentration in some countries or regions. Although academically it is still under discussion, most countries believe that inward foreign direct investment is beneficial for local...

Today there is hardly any company that can claim that it is not involved in international business (IB). A huge body of literature is available on international business, but there are very few publications on the most important aspect of IB, namely negotiations. The purpose of this book is to enhance our understanding about the impact of culture and communication on international business negotiations. Consequently to explore the problems faced by Western managers while doing business abroad and provide some guidelines for international business negotiations. The book is divided in four...