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

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.