The future of relational research in international marketing: constructs and conduits

Tim Ambler (London Business School, London, UK, and)
Chris Styles (School of Marketing, University of New South Wales, Sydney, Australia)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 2000


Reviews relational research in marketing and makes suggestions for its application internationally. Issues relating to nature and role of relationships are highlighted. Specifically, suggests looking more widely, and to other cultures, for relational constructs. We illustrate this by considering the parallel Chinese literature on guanxi. Also argues that relationships should be seen merely as conduits; necessary but not sufficient for improved performance. Information and “animal spirits” are the two key factors that flow through these conduits. Finally, suggestions are made for applying relationship marketing internationally, relating to dynamics, dyads, contextual moderators, model completeness and culture.



Ambler, T. and Styles, C. (2000), "The future of relational research in international marketing: constructs and conduits", International Marketing Review, Vol. 17 No. 6, pp. 492-508.

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