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Virtual management of global marketing relationships

Author

Listed:
  • Speier, Cheri
  • Harvey, Michael G.
  • Palmer, Jonathan

Abstract

A mechanism for rapidly developing presence in the global marketplace is through forming relationships with other organizations in different countries. These joint ventures or strategic alliances have a number of benefits that accrue to the various partners in the relationship. The difficulty is how to manage these relationships effectively across cultures and differing organizational/management philosophies. What is recommended is the development of a virtual management perspective and five different types of virtual relationships are examined.

Suggested Citation

  • Speier, Cheri & Harvey, Michael G. & Palmer, Jonathan, 1998. "Virtual management of global marketing relationships," Journal of World Business, Elsevier, vol. 33(3), pages 263-276, October.
    • Handle: RePEc:eee:worbus:v:33:y:1998:i:3:p:263-276
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    References listed on IDEAS

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    1. Charles W. L. Hill & Michael A. Hitt & Robert E. Hoskisson, 1992. "Cooperative Versus Competitive Structures in Related and Unrelated Diversified Firms," Organization Science, INFORMS, vol. 3(4), pages 501-521, November.
    2. M. Bensaou & N. Venkatraman, 1995. "Configurations of Interorganizational Relationships: A Comparison Between U.S. and Japanese Automakers," Management Science, INFORMS, vol. 41(9), pages 1471-1492, September.
    3. Kathryn Rudie Harrigan, 1988. "Joint ventures and competitive strategy," Strategic Management Journal, Wiley Blackwell, vol. 9(2), pages 141-158, March.
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    Cited by:

    1. Opolska, Agata & Karbowski, Adam & Cichocki, Michał, 2009. "Wirtualna inteligencja emocjonalna [Virtual emotional intelligence]," MPRA Paper 69607, University Library of Munich, Germany.
    2. Chang Liu & Kirk P. Arnett, 2002. "An Examination of Privacy Policies in Fortune 500 Web Sites," American Journal of Business, Emerald Group Publishing, vol. 17(1), pages 13-22.

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