Purpose – The purpose of this paper is to address three aspects of the managerial challenge that arises from the process of business interaction: the diversity of interaction; the dynamic effects of interaction; and the integration of interaction into company operations and strategy. The paper...

Purpose – The purpose of this paper is to re‐examine the challenges that were made in the original International Marketing and Purchasing (IMP) project, in the light of all the changes that have occurred in the business world since 1982. Design/methodology/approach – Although some of these...