Relationship Marketing in International Marketing/Sales Channels

Table of Contents

1. Introduction

2. Setting the stage for the Management Project

2.1 International relationships

2.2 Unit of analysis

2.3 Relationships

2.4 Research methodology

2.5 German sporting goods industry (SGI) and SME

2.6 Summary

3. Customer Relationship Management

3.1 Types of intra-channel relationships

3.2 Formation and development

3.3 Customer’s reference object

3.4 Relationship environment

3.5 Relationship economics

3.6 Summary

4. Competitive advantage (CA)

4.1 The concept of competitive advantage

4.2 Competitive advantage in the RBV defined

4.3 Relational View (RLV)

4.4 Export competitive advantage

4.5 Conclusions

5. Relationship marketing in BBC channels

5.1 Relationship marketing defined

5.2 Customer orientation

5.3 Value orientation

5.4 Time-horizon orientation

5.5 Decision orientation

5.6 Implementation – The Relationship Marketing Mix

5.7 Conclusions

6. Brand-reseller-relationship success model in export markets

7. Research Methodology

7.1 Background

7.2 Research Profile

8. Results

8.1 Findings

8.2 Conclusions

8.3 Limitations of study

9. Conceptualizing an Export Relationship Management Balanced Scorecard

9.1 Balanced Scorecard

9.2 BSc as a useful concept for relationship management

9.3 Development of an exRMBSc

9.4 Using the exRMBSc

9.5 Conclusion

10. Review

11. Appendix

12. Bibliography

Objectives and Research Themes

This work aims to conceptualize relationship-based competitive advantages and provide a practical tool, the Export Relationship Management Balanced Scorecard (exRMBSc), to help SME exporters manage their international channel relationships strategically. The core research question addresses how Relationship Marketing (RM) can be operationalized in export channels to achieve superior performance.

• Analysis of dyadic business-to-business-to-consumer (BBC) relationships.
• Evaluation of relationship economics and investment dynamics in export settings.
• Application of the Resource-Based View (RBV) and Relational View (RLV) to export channels.
• Development of a success model for brand-reseller-relationships.
• Implementation of the Balanced Scorecard as a strategic management instrument for export departments.

Excerpt from the Book

Summary of Chapters

1. Introduction: Identifies the academic confusion surrounding Relationship Marketing and sets the objective of applying RM principles to export channels.

2. Setting the stage for the Management Project: Defines the research environment, specifically focusing on SMEs in the German sporting goods industry and the characteristics of direct export relationships.

3. Customer Relationship Management: Categorizes various relationship types and discusses the critical economic trade-offs and environmental factors in managing export channels.

4. Competitive advantage (CA): Explores the Relational View of competitive advantage, proposing that value is generated through joint resources between brands and resellers.

5. Relationship marketing in BBC channels: Adapts traditional marketing mix instruments to a relationship-oriented framework for business-to-business-to-consumer scenarios.

6. Brand-reseller-relationship success model in export markets: Introduces a structural model to guide the investigation into how investments and governance lead to export success.

7. Research Methodology: Details the choice of a multiple-case study approach using semi-structured interviews with managers in the German sporting goods industry.

8. Results: Presents empirical findings on how brands manage relationship formation, development, and investment strategies in export markets.

9. Conceptualizing an Export Relationship Management Balanced Scorecard: Proposes a practical Balanced Scorecard tool tailored to the strategic needs of export departments.

10. Review: Reflects on the findings, confirming that while partnerships offer high potential, transactional elements remain necessary for market efficiency.

Keywords

Relationship Marketing, Export Channels, Competitive Advantage, Balanced Scorecard, SME, Brand-Reseller-Relationship, Customer Orientation, Relationship Economics, Strategic Management, B2B, BBC, Resource-Based View, Relationship Management, Market Entry, Export Success

Frequently Asked Questions

What is the primary focus of this project?

The work focuses on how companies can manage international marketing and sales channels through a Relationship Marketing approach, specifically within the context of export markets.

What are the central thematic fields covered?

Key themes include relationship management, competitive advantage through partnerships, the application of Balanced Scorecards in export settings, and the specific dynamics of the German sporting goods industry.

What is the core research objective?

The primary goal is to provide evidence to the academic community on how Relationship Marketing is operationalized in export channels and to offer practical guidance for export managers to improve their relationship management practices.

Which scientific methodology is employed?

The author uses a qualitative multiple-case study approach, conducting in-depth, semi-structured interviews with decision-makers from SMEs in the German sporting goods industry.

What topics are discussed in the main body?

The main body covers the conceptual foundations of Relationship Marketing, the Relational View of competitive advantage, the economics of customer relationships, and the development of an Export Relationship Management Balanced Scorecard (exRMBSc).

Which keywords define this work?

Key terms include Relationship Marketing, Export Channels, Competitive Advantage, Balanced Scorecard, SME, and Brand-Reseller-Relationship.

How does the exRMBSc differ from a traditional Balanced Scorecard?

The exRMBSc is specifically tailored to export operations, placing a central emphasis on managing relationships as strategic assets and distinguishing clearly between the phases of acquisition and growth.

Why is the "Relationship Marketing Mix" significant for exporters?

It reconciles traditional marketing instruments (product, price, place, promotion) with the relational goal of building long-term partnerships, helping managers adapt their activities to specific host market needs.

What role do "people" play in the proposed model?

The research concludes that people are the most crucial factor in relationship development, as relationship-specific knowledge is often tacit and held by individuals, such as the export manager.