Understanding Business Relationship Development in the Context of a High-Risk and Uncertainty Country Market
| Main Author: | SULHAINI, SULHAINI |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
PPPM STIE PERBANAS Surabaya
, 2012
|
| Subjects: | |
| Online Access: |
http://eprints.unram.ac.id/11437/1/BUSINESS%20RELATIONSHIP%20DEVELOPMENT%20IN%20THE%20CONTEXT%20OF%20A%20HIGH%20-RISK.pdf http://eprints.unram.ac.id/11437/ |
Daftar Isi:
- This paper aims to explore how relationship elements fluctuate and business relationships develop in a volatile country market. Previous studies explored business relationship development in stable country markets ignoring the complexity of building relationships in the context of high-risk and high uncertainty environment. This study followed in the traditions of inductive logic and used a qualitative approach and multi-case study design. Data was analysed following the procedure of General Inductive Approach (GIA).The findings suggest that learning orientation is a key orientation influencing a companies’ ability to develop business relationships in a high- risk country market and that relationships need to be understood from this perspective rather than simply a relational one. Business relationship development in a volatile market can be better understood through the learning perspective than merely within the relational perspective. Practical implication of the study is that when exporting to a high risk country market, a company needs to develop its orientation towards learning to develop its ability and capacity to manage and develop business relationships.