Network development in international project marketing and the impact of external facilitation |
| |
| Authors: | Denice Welch Associate Professor of International Management Lawrence Welch Professor of International Marketing Ian Wilkinson Foundation Professor of Marketing and Director Louise Young Senior Lecturer in Marketing |
| |
| Institution: | aNorwegian School of Management, Oslo, Norway;bDepartment of Marketing, University of Western Sydney, Nepean, Australia;cDepartment of Marketing, University of Technology, Sydney, Australia |
| |
| Abstract: | This article reports on an experiment in external facilitation of international project marketing activity. The case involved a large, World Bank funded project in China aimed at upgrading grain storage and handling facilities. An organization was established in Australia to bring together and support efforts by Australian firms to win a share of this project. Network-building, at a number of levels both in China and Australia, emerged from the qualitative study as a critical factor in effective project marketing. External facilitation played a positive role in the network-building process. |
| |
| Keywords: | International Project Marketing Network Development Chinese Market Entry |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
