Building B2B relationships via initiation contributors: Three cases from the Norwegian-South Korean international project business

Leena Aarikka-Stenroos, Lise Aaboen, Bernard Cova, Aron Rolfsen

    Research output: Contribution to journalArticleScientificpeer-review

    5 Citations (Scopus)

    Abstract

    Initiation is still an unclear phase of B2B relationship development. Here, we build on existing theoretical knowledge derived from relationship development, project marketing and international business literature. We use this to analyze three cases of business relationship initiations between Norwegian and South Korean actors in the shipping industry. By piecing together theoretical and empirical insights, we develop a dynamic model of the relationship initiation process that highlights the role of initiation contributors in international project business. The developed model reveals that multiple entities- such as contacts, rituals and standards-serve as initiation contributors. These trigger or facilitate the focal dyadic relationship initiation, while also preparing future initiations in the focal context. Thus, our key contribution is to bring processual and contextual dimensions to business relationship initiation. Our research also suggests practical insights as to which actors and entities suppliers need to mobilize, in order to initiate new business relationships in international project business contexts.

    Original languageEnglish
    Pages (from-to)74-85
    JournalIndustrial Marketing Management
    Volume68
    Early online date3 Nov 2017
    DOIs
    Publication statusPublished - 2018
    Publication typeA1 Journal article-refereed

    Keywords

    • Contact
    • Initiation
    • International business
    • Project marketing
    • Relationship development
    • Shipping

    Publication forum classification

    • Publication forum level 3

    ASJC Scopus subject areas

    • Marketing

    Fingerprint

    Dive into the research topics of 'Building B2B relationships via initiation contributors: Three cases from the Norwegian-South Korean international project business'. Together they form a unique fingerprint.

    Cite this