Global marketing of industrial products: Are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.     

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Die vernetzte Pflegeplanung – Medikamentenblatt, ?rztliche Verordnung, der Basis-Status, die Status-Planungs-B?gen, das Ressourcen-F?higkeiten-Blatt – an Formularen ist in der Pflege kein Mangel. Doch immer neue Formulare machen aus einem ursprünglich guten Dokumentationssystem oftmals eine Loseblatt-Sammlung. Im Rahmen eines Projektes in der station?ren Altenpflege versuchte man, Doppeldokumentationen auf ein Minimum zu reduzieren und den Verlauf der Anamnese auf einen Blick zu erm?glichen.     

Inflation und Schuldenabbau

The European Central Bank (ECB) recently announced its willingness to do whatever is needed to save the euro. This has raised the question whether such a role of the ECB must lead to higher rates of infl ation. Under current recessive macroeconomic conditions in the eurozone, the ECB’s expansionary monetary policy will not lead to higher infl ation. On the contrary, there is a serious danger of defl ation. Higher infl ation would likely occur only if a permanent stabilisation function were assigned to the ECB. Yet historical examples show that mistakes can be made. During the stagnation in Japan, US economists heavily criticised the Bank of Japan’s timid monetary policy response. But in some sense, current Fed policy seems to be a direct copy of that strategy, caused by uncertainty about the proper communication channel. An infl ation tax could help to bring down the mounting public debt in the wake of the fi nancial crisis, but higher wealth taxes have more transparent distributional effects.     

E-satisfaction: a re-examination

E-satisfaction as a construct has gained increasing importance in the marketing literature in recent times. The examination of consumer satisfaction in an online context follows the growing consensus that in Internet retailing, as in traditional retailing, consumer satisfaction is not only a critical performance outcome, but also a primary predictor of customer loyalty and thus, the Internet retailer's endurance and success. The current study replicates the initial examination of e-satisfaction within the U.S. by [Szymanski, David M., & Richard T. Hise (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322] among a sample of online consumers drawn from Germany. The replication was extended to two contexts—consumer satisfaction with Internet retail shopping and consumer satisfaction with Internet financial services sites. The results yield rich insights into the validity of extending the measurement and predictors of e-satisfaction to a trans-national context.     

Hedonic shopping motivations in collectivistic and individualistic consumer cultures

We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.