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Discusses the difficulties women experience in speaking and writing as women. Outlines feminine problems of using the word “I”. Looks at the writing of Marguerite Duras and charts her attempts at producing a feminine “I”. Profiles excerpts from her books in some details, looking at specific examples of her work and advocating further use of her style.

The current work demonstrates how relationship marketing (RM) application in cultures of low power distance, collectivism, femininity, high uncertainty avoidance, and long‐term orientation, can bring about customer’s repeat purchase, customer retention and sustained loyalty via superior customer value delivery. The paper also shows the moderation and mediation effects of trust, equity, empathy, and commitment, which are the underpinnings of a relationship as well as important values in the above cultures. Theoretical and managerial implications are discussed.