Relationship value in Thai business-to-business marketing: an empirical study
by Nattavud Pimpa
International Journal of Business and Globalisation (IJBG), Vol. 3, No. 3, 2009

Abstract: Buyer-seller relationship in business-to-business has been perceived as one of the key strategies in business sustainability. However, different international marketplaces require different business strategies to foster buyer-seller-relationship. This study examines what contributes to the business relationship in the Thai context. Marketing, product, technical, logistics, financial, risk-reduction, informational and strategic benefits were tested as variables to predict buyer-seller relationship in Thailand. The study reveals significant differences in factors contributing to relationship among business in the city and country. The results verify that risk-reduction strategy and marketing benefits for partners are strongly recommended as key relationship building strategies with Thai partners.

Online publication date: Wed, 25-Feb-2009

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