Managing strategic allliances in the West is difficult, with a failure rate as high as 70 per cent. Managing strategic alliances in developing countries is made much more difficult by a lack of resources, a shortage of appropriate alliance management training, and high environmental turbulence...

It has been generally argued that the highly collectivist nature of the Eastern cultures make them more receptive to relationship marketing (RM). However, so far, a very little research has been done on RM in developing countries. Purpose of this study was twofold: one to gain the Bangladeshi...