The starting point for this chapter is the conceptual basis of business relationships (BR). It examines the development of BR theory, from the buyer-seller approach of business-to-business marketing, through the International Marketing and Purchasing (IMP) Group Interaction approach of the 1980s, to the Relationship Marketing (RM) and Networking philosophies of today. The chapter illustrates the basic premise of this book: that business is based on the development and maintenance of good relationships. The analysis begins with an examination of business relationships, showing how in most instances it is essential that different business elements combine to provide the product or service required by the customer. The same is true in terms of businesses that combine with other businesses, to produce and deliver what is demanded by the customer. This is the basis on which most business-to-business relationships are founded, and they are more specifically based on combination of a number of factors (or ‘variables’): in particular cultural affinity, trust, commitment, experience satisfaction, and communications. We were first introduced to the cultural environment in Chapter 3 (‘Bilateral and Multilateral Relations’), when we looked at the impact of culture on the development and maintenance of nation-to-nation relations.
Swipe to navigate through the chapters of this book
Please log in to get access to this content
To get access to this content you need the following product:
- Business-To-Business Relationships
- Macmillan Education UK
- Sequence number
- Chapter number