TY  - JOUR
AB  - Relationship marketing is the paradigm which is currently seen to offer insight into the internationalising process. This paper takes these concepts and links them together with notions of culture and learning in novel ways. The knowledge impacts of national and corporate culture need to be understood in the international exchange processes at the heart of cross‐border/cultural marketing. Relationship creation can then be incorporated into organisational learning so that the organisation learns, understands and develops a memory. These processes are here combined into a conceptual learning‐based model of cross‐cultural marketing.
VL  - 38
IS  - 8
SN  - 0025-1747
DO  - 10.1108/00251740010352848
UR  - https://doi.org/10.1108/00251740010352848
AU  - Vaux Halliday Sue
AU  - Cawley Richard
PY  - 2000
Y1  - 2000/01/01
TI  - Re‐negotiating and re‐affirming in cross‐border marketing processes: a learning‐based conceptual model and research propositions
T2  - Management Decision
PB  - MCB UP Ltd
SP  - 584
EP  - 595
Y2  - 2024/04/20
ER  -