This research strives to discuss the importance of relational closeness in international contexts and to bring out solutions applied by companies to close their perceived distance gaps. IT tools can represent a solution to mediate Business to Business (BtoB) and Business to Consumer (BtoC) international relationships, in particular in emerging markets. The purpose of this paper is to investigate how companies develop relationships in foreign markets and which tools do they use in their e- Relationship approaches.
International Relationship Marketing closeness: Is e-Relationship an Answer?
BRESSAN, Federica;SIGNORI, Paola
2014-01-01
Abstract
This research strives to discuss the importance of relational closeness in international contexts and to bring out solutions applied by companies to close their perceived distance gaps. IT tools can represent a solution to mediate Business to Business (BtoB) and Business to Consumer (BtoC) international relationships, in particular in emerging markets. The purpose of this paper is to investigate how companies develop relationships in foreign markets and which tools do they use in their e- Relationship approaches.
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