Relationship value in Thai business-to-business marketing: an empirical study

Pimpa, N 2009, 'Relationship value in Thai business-to-business marketing: an empirical study', International Journal of Business and Globalisation, vol. 3, no. 3, pp. 325-337.


Document type: Journal Article
Collection: Journal Articles

Title Relationship value in Thai business-to-business marketing: an empirical study
Author(s) Pimpa, N
Year 2009
Journal name International Journal of Business and Globalisation
Volume number 3
Issue number 3
Start page 325
End page 337
Total pages 12
Publisher Inderscience Publishers
Abstract Buyer-seller relationship in business-to-business has been perceived as one of the key strategies in business sustainability. However, different international marketplaces require different business strategies to foster buyer-seller-relationship. This study examines what contributes to the business relationship in the Thai context. Marketing, product, technical, logistics, financial, risk-reduction, informational and strategic benefits were tested as variables to predict buyer-seller relationship in Thailand. The study reveals significant differences in factors contributing to relationship among business in the city and country. The results verify that risk-reduction strategy and marketing benefits for partners are strongly recommended as key relationship building strategies with Thai partners.
Subject International Business
Keyword(s) buyer-seller relationship
international business-to-business
Thailand
value
DOI - identifier 10.1504/IJBG.2009.023502
Copyright notice © 2009 Inderscience Enterprises Ltd.
ISSN 1753-3627
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Created: Wed, 03 Mar 2010, 09:16:11 EST by Catalyst Administrator
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