Relationship Value in Thai Business-to-Business Marketing

This study focuses on value in the business-to-business relationship among buyers and sellers. Relationship value has long been one of the key research areas in marketing for business to business. By examining from the perspective of the buyers, this research identifies how business buyers can use marketing benefits, product benefits, technical benefits, logistics benefits, financial benefits, risk-reduction benefits, information benefits, and strategic benefits to predict buyer–seller relationship. The study confirms significant relationships among marketing benefits, product benefits, and value in retailer–supplier relationship. The analysis from this study supports that benefit in a business-to-business relationship can be created if suppliers work on mutual benefits with customers. The results also confirm that Thai business customers will look for business partners who can provide risk reduction and marketing benefits for their business.     

Learning problems in transnational business education and training: the case of the MBA in Thailand

The transnational Master of Business Administration (MBA) programme has been one of the most popular official business training programmes amongst Thai business practitioners. Although the numbers of transnational business schools and MBA programmes are rapidly increasing, the programmes face numerous challenges from both local and global factors. This empirical study discusses the concept of learning in transnational MBA programmes in the Thai business training and cultural context. By investigating experiences from various key stakeholders, the study highlights various problems related to learning style and culture, learning and languages, the transferability of the Western managerial concept to the Thai context, and the value of Western learning resources for Thai business learners. The implication of the results of this study for the management of transnational programmes is that such management needs to respond to local conditions, regional forces and global factors rather than being locked into a standard model.