haku: @indexterm Relationship marketing / yhteensä: 249
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| Tekijä: | Beverland, M. |
| Otsikko: | Relationship strategies for market entry: The experience of New Zealand companies in Eastern Europe |
| Lehti: | Journal of East-West Business
2001 : VOL. 7:4, p. 55-77 |
| Asiasana: | Relationship marketing Strategy Companies Alliances Asia New Zealand Eastern Europe |
| Vapaa asiasana: | Strategic alliances |
| Kieli: | eng |
| Tiivistelmä: | With the fall of Communism, many New Zealand exporters joined the initial euphoria of the business community and took steps to re-establish trade with Eastern Europe. In spite of some initial problems, most exporters are now establishing themselves in these markets. This paper examines the strategy of two large New Zealand firms and argues that forming a relationship with Eastern European traders is context driven. It is further argued that relationship-marketing models more accurately capture the trading realities of market entry in Eastern Europe. Based on the case studies, a series of propositions are developed examining the role of uncertainty in market entry, the formation of alliances and the development of relationships. |
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