Industrial Marketing

Relationship marketing and innovation in international operations

Articles - SUMMARY
Ahmad Noor, Zainab Nawaz, and Usman Tahir

All

of

the

articles

prove

that

relationship

marketing

effects

the

performance and commitment of the companies at the very least,

relationships have a direct effect on the seller performance, and the
greatest effect on cooperation. Relationship marketing has the greatest
effect in services offering and channel exchanges and in business
markets. In certain industries the customer generalizes the quality of the
product by the level and the quality of the interactions between the
company and the customer, RM helps to add value to the service package.
The RM concept can be extended to the shareholders of the company,
building strong relationships between the stakeholders to have a complete
relationship marketing program.
Secondly trust also plays an important role in relationship marketing
although there is no study on the relationship of performance and trust,
however trust shows an important role in improving the performance in
the conditions of high interdependence between the buyer and the seller.
Other than just trust the buyer seller relationship has many other
variables to be considered the other variables that are to be considered
are commitment, cultural orientation, mutual benefits, shared goals, and a
harmonious approach to disagreements all of these factors also helps to
reduce the level of uncertainty in the relationship and can help to increase
the performance, the study also raises the point that effects of the
variables on the relationship may vary from culture to culture. Lack of
structured network orientation is a major drawback for companies. Further
companies need to cut back on traditional decision making when they
enter new markets.

The articles show that over the years there is also a change in the
methods of relationship marketing, especially due to the changes in
technology. Which in turn changes the focus of partner and consumer
management.
Furthermore

the

innovation

process

in

the

organizations,

each

organizations R&D is managed in a different mode of control and that

different types of organizations focus communications differently. For
example the local and international adaptors focus their communications
towards the internal corporate network and the international creators
have an internal and external oriented networks.
Relationship Marketing is highly dependent on customer relationship
management. The companies need to meet up with the changing needs
and requirements of the customer. This can be obtained by having a good
relationship with long term customers using database technologies and
developing core-selling teams. The lack of technology and absence of
knowledge usually leads to improper use of CRM strategies. Hence
identifying the needs of customers gets difficult. Moreover relationship
marketing is also based on the marketing functions performed by the
consumer. Cost-benefit tradeoffs affect relationship marketing.
International Marketing has gained a lot of importance over the years.
Despite of its importance international relationship marketing theories do
not pay much attention to the international perspective of relationship
marketing. International new ventures (INVs) can be developed by the
use of new and innovative marketing strategies or existing marketing
strategies should be exposed to adaptation. The performance of INVs is
highly dependent on these marketing strategies.
Further a sustainable growth model has been developed that is based on
the processes of electronic marketing. It incorporated the use of web
based tools in marketing and shows how important is it for companies to
reinforce the model in order to gain competitive advantage.

Business to business partnership example is seen from the article of

business to NGO relationship. It depends on mainly three factors shared
values-commitment, trust-commitment and commitment-success.
Out of these trust-commitment is harder to measure and the results
have shown deviation.