Key account management has been increasingly important in international markets. Key account programs differ considerably across countries and firms but all organizations have to decide how to identify their own major accounts and how to organize for effective relationship building with them....

This article reports the findings of a study investigating the association of the atmosphere governing buyer‐seller relationships in international markets with the company’s involvement in export business. Based on a sample of 100 export manufacturers from Cyprus, the study first classifies...

Examines similarities and differences in account management, the use of formal account reviews, and the role of interpersonal relationships in domestic and international accounts. Significant findings include: formal account reviews are important for both domestic and international accounts, but...

Purpose – The purpose of this paper is to develop a more thorough understanding of cognitive social capital (shared representations) building in a multicultural marketing context. Design/methodology/approach – An ethnographic study with in-depth interviews and observations are used to...

Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments...

Marketing concepts and definitions have remained relatively unchanged until recently. Electronic customer relationship management (eCRM) has forced marketing managers to reevaluate how, when and to what extent they interact with their customers. This paper is focused on the role of specific...

Globalization and the ubiquitous nature of the Internet facilitate e‐commerce activities across nations. An empirical study was conducted using data from Greek and US consumers in order to obtain a better understanding of cross‐cultural e‐commerce adoption. The results give support for the...

Before choosing a strategic alternative, a company must analyze or scan its marketing environment, undertake market segmentation, target own market segments and position itself within these market segments. Adopting a relationship marketing strategy, in general, and an attachment strategy, in...