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¶ … small global village, business organisations are ever more doing business beyond national borders. Through exporting, mergers, acquisitions, joint ventures, strategic alliances, subsidiaries, and other forms of corporate strategy, business organisations are expanding their operations across the globe. While cross-border business is important for global expansion it presents significant challenges from a marketing perspective. When business extends beyond the domestic market, new aspects come into play. An organisation must consider the characteristics of the local environment, particularly in relation to demographics, consumer preferences, culture, and regulations (Brady, 2011). These aspects change from country to country, making the replication of marketing techniques quite difficult or impractical.
An important topic within the discipline of international marketing relates to relationship marketing. When doing business internationally, marketing relationships are crucial. For instance, a manufacturer that elects to expand its operations to a foreign country through exporting...
A smooth relationship between the manufacturer and distributors is crucial for the performance of the two entities and, most importantly, positive customer outcomes such as customer satisfaction and customer loyalty. Even so, there is often obscurity over what aspects drive relationship value. Skarmeas, Zeriti & Baltas (2016) address this issue in their article. With data gathered from extant literature as well as a survey of 271 export and import managers working in four different sectors (machinery, equipment, chemicals, and textiles), Skarmeas, Zeriti & Baltas (2016) show that relationship value in international exporter-importer relationships stems from knowledge sharing, relational norms, complementary capabilities, cultural sensitivity, as well as relationship-specific investments such as customised promotional campaigns. These aspects are important for driving customer loyalty, consequently benefiting both the exporter and the importer.
Though Skarmeas, Zeriti & Baltas's (2016) study may not be readily generalisable, it provides important lessons for international marketing managers. Establishing fruitful relationships can be a taxing undertaking within the international marketing environment. Firms seeking to do business in foreign environments may not have adequate knowledge of what aspects to look for in partners. One of the aspects that ought to be paid attention to is the extent to which capabilities of the partners complement one another. Lack of complementarity may hinder the achievement of the desired outcomes. Also, international firms may not know how to handle their relationship with their partners. They may not be familiar with essential aspects such as relational norms…
References
Brady, D. (2011). Essentials of international marketing. New York: Routledge.
Skarmeas, D., Zeriti, A., & Baltas, G. (2016). Relationship value: drivers and outcomes in international marketing channels. Journal of International Marketing, 24(1), 22-40.
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