Emerging market importers are increasingly engaging in relationships with foreign suppliers. Nevertheless, characteristics of the institutional and cultural environments of countries may affect relationship behavior. Furthermore, research on relationship marketing primarily focuses on the...

Firms from emerging markets are increasingly developing relationships with foreign suppliers, although international relationships are difficult to manage due to differences between countries. Relationship marketing research has focused mainly on the export marketing activities of firms and much...

Many retailers are expanding to foreign markets, but not all internationalization attempts are successful. This study utilizes an institutional perspective to examine unsuccessful internationalization efforts. According to this approach, retailers are more likely to succeed when they adapt their...