Bruce Millett

An analysis of international business-to-business relationships based on the Commitment–Trust theory

Abstract Business-to-business relationships are characterized by an exchange between two or more parties. Research has identified several factors that enhance marketing and management in business relationships, mainly with a focus on large manufacturing firms. However, less is known about how service firms develop and maintain international relations during the establishment of a business. To analyze the relevance of the key mediating variable (KMV) model [J. Mark. 58 (1994) 20–38.], which maintains that business-to-business relationship requires commitment and trust, interviews were conducted with five different service entrepreneurs in Sweden, Australia and the UK. The findings demonstrate the importance of commitment, trust, relation termination costs and benefits, shared values and communication between the exchange partners.

Relationships, the role of individuals and knowledge flows in the internationalisation of service firms

This article develops a new conceptual model of knowledge flows within international service firms. Our model takes explicit account of the critical role of relationships and the individual as being central to the process of knowledge transfer for service firms. The model is then validated with data collected from five international service firms using critical event analysis techniques. The findings reinforce our contention that the individual plays a critical role in the process of knowledge transfer and that relationships form an integral part of this process. The implications of this finding are also discussed.

Innovation in service internationalization: the crucial role of the frantrepreneur

This paper introduces the concept of a new entrepreneurial role in services that we call the frantrepreneur. This is based on two case studies of the internationalization of two US franchisors, one in temporary services (Sweden) and the other in computer training (Australia). The frantrepreneur is defined as a franchisee who innovates by adapting a standard service concept to meet local conditions. This role is a further refinement of a series of earlier concepts concerning entrepreneurship roles such as the intrapreneur. This paper provides an indepth evaluation of the roles adopted by the frantrepreneurs and how they changed the original service concept. They did not passively accept the standard service concept and they developed an unusual partnership role with their franchisors with a two-way influence over the business. Although the innovations of frantrepreneurs were mostly in the form of small and incremental changes they standardized their developments to facilitate further adoption. The frantrepreneurs appear to play an important role in smoothing the adaptation and adoption of innovation in the internationalization of a franchise operation.

The Influence of Learning Behaviour on Team Adaptability.

Multiple contexts shape team activities and how they learn, and group learning is a dynamic construct that reflects a repertoire of potential behaviour. The purpose of this developmental paper is to examine how better learning behaviours in semi–autonomous teams improves the level of team adaptability and performance. The discussion suggests that learning behaviour enables the team to better respond to critical uncertain contexts which in turn improves team adaptability. The overriding theme of the paper is that better team adaptability leads to higher team performance; learning behaviour provides the means by which teams and their members are more adaptable in responding to different contexts. The paper develops a number of hypotheses. The need to understand the link between multiple uncertainty contexts, team adaptability and team learning is important in improving team performance indicating a significant research gap.

Perception, reflection and communication: an empirical case study within the pharmaceutical industry

Purpose – This paper aims to show how instruments of empirical opinion research can help to provide a basis for interactive communication between a company and its stakeholders via the media, so that important issues can be identified and discussed internally and externally. By doing this, the company can actively participate in the process of forming public opinion and building trust.Design/methodology/approach – Concentrating on the company of Pfizer, in order to acquire a comprehensive view, an empirical analysis of the opinions of those stakeholders mentioned in Pfizers vision was conducted. In a first step, a content analysis of the Pfizer web site, two representative computer‐aided telephone interviews (CATI) surveys with the Swiss public, a content analysis over a period of two years of the five most important daily newspapers, and interviews with the top management team of Pfizer Switzerland were carried out. In a second step, the findings of the analysis were reflected on in a workshop with Pfiz...