The Development of Commitment at the Initial Stages of International Business to Business Relationships.

Troy Heffernan

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    Commitment has been found to be a critical component in understanding the strength and success of marketing relationships. Consequently, using a case study method, this research examines how commitment is developed at the initial stages of international business to business relationships. Findings suggest that two types of commitment emerge at the early interaction stage of relationship development: affective and calculative commitment. Affective commitment is seen as the more critical commitment to develop at this stage and is developed by trust, face to face communication and the partners 'doing the little things'. Calculative commitment is developed by the signing of the contract and expenses incurred by meeting face to face.
    Original languageEnglish
    Title of host publicationA Celebration of Ehrenberg and Bass
    Subtitle of host publicationMarketing Knowledge, Discoveries and Contribution: ANZMAC 2003
    EditorsRachel Kennedy
    Place of PublicationAdelaide, Australia
    PublisherANZMAC 2003
    Pages1225-1231
    Number of pages7
    ISBN (Electronic)0868039837
    Publication statusPublished - 2003
    EventAustralian and New Zealand Marketing Academy Conference - Adelaide, SA Australia, Australia
    Duration: 01 Dec 200303 Dec 2003

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Country/TerritoryAustralia
    Period01/12/0303/12/03

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