Alex Sharland

The value of nonselling activities at international trade shows

Abstract Many senior managers regard nonselling activities at trade shows negatively. Yet, international trade shows offer companies an excellent source of market-specific and firm-specific information. This study offers a new framework demonstrating how nonselling activities at international trade shows perform a potentially vital cost-saving function for a company. A taxonomy of firms is proposed that enables managers to deploy qualified personnel effectively to obtain the best quality information available from international trade show participation.

The Negotiation Process as a Predictor of Relationship Outcomes in International Buyer–Supplier Arrangements

Abstract Both the negotiation process and relationship building are integral to successful long-term business relationships. This paper combines the quest for reliable relationship measures with the findings of the negotiation literature in determining the extent to which negotiation process variables are predictors of past, present, and future relationship outcomes. In particular, the study examines the negotiation-relationship link in the context of international supplier relationships. The results of the empirical analysis indicate that purchasing departments tend to perceive a better past and present relationship when they can work independently with technical information provided by other departments. A better future relationship is correlated with senior management involvement and customer meetings.

Sourcing strategy: the impact of costs on relationship outcomes

Posits that relationship marketing is often suggested as being the best approach to dealing with suppliers and customers. However, there may be situations where the costs or goals of the parties involved do not require or justify incurring the costs of building a relationship. Presents an empirical analysis of some of the costs that may affect perceptions of a relationship. The independent variables analysed include switching costs, buyer investments, seller investments, and the product’s basis of competitive advantage. The dependent variables include perceptions of the relationship’s value, its expected longevity, and the likelihood of future relationships. Indicates that there are market conditions where the cost of building a relationship may not be worth the investment costs.

The Teaching of Relationship Marketing Concepts in Undergraduate Marketing Principles and Graduate Introductory Marketing Courses

A survey was conducted that attempted to determine the extent to which both general and specific relationship marketing concepts are covered in introductory marketing classes at the undergraduate and graduate levels. Factors that explain differencesin the coverage of relationship marketing topics are also explored. The results indicate that relationship marketing is more likely to be discussed in depth by recently graduated faculty or by faculty with research interests in channels, sales, business-to-business, or international marketing. Recommendationsare made to improve the integration of relationship marketing into these two courses.