Ahmed, Farid
(2010)
The Role Of Interpersonal And Firm Factors In
International Business Relationships.
Asian Academy of Management Journal (AAMJ), 15 (1).
pp. 1-18.
ISSN 1394-2603
Abstract
Managers have long known intuitively that relationships are important to business. In
certain cultures, such as in the East, the emphasis on relationships may typically be more
explicit, but a good salesperson knows that building trust and commitment with buyers
are essential for long-term success. The role of interpersonal and firm factors on
international business relationships are tested with data from 125 pairs of exporterimporter relationships. Drawing from relational exchange theory, personal (such as
effective communication, cultural sensitivity and likability of partner) and firm (such as
reputation and competencies of partner) factors are modeled as determinants of
commitment and trust in such relationships. The findings support the overall model,
highlighting the importance of interpersonal and firm factors to international business
relationships. This research highlights the importance of personal and organisational
factors that are linked to building trust and commitment. In particular, building,
protecting and communicating a positive reputation, and ensuring strong marketing
competencies, are important for building contractual and competence trust. The study
highlights the importance of interpersonal factors and thus the need to have appropriate
personnel involved in the developing and maintaining international business
relationships.
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