Japan has the world’s second largest food service sector and its food market is three times greater than all other Asian food markets combined. Thus, exports of fresh fruit to Japan have potential for growth, but little research has been done about Japanese fresh fruit markets. Examines...

Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the in‐depth interview methodology for exploring marketing theory. Relationship marketing theory suggests that services...