BIROn - Birkbeck Institutional Research Online

    How business relational attributes contribute to marketing strategy development

    Trim, Peter R.J. and Lee, Y.-I. (2019) How business relational attributes contribute to marketing strategy development. In: 35 Annual IMP Conference, Relationships, Interactions and Networks in Competitive Environment, IÉSEG School of Management,, 27-30 Aug 2019, Paris, France. (Unpublished)

    27081.pdf - Author's Accepted Manuscript

    Download (304kB) | Preview
    Official URL:


    The study explains how mutually beneficial relationships are developed and how business relational attributes contribute to marketing strategy development. Attention is given to how senior B2B marketing managers in Korean companies create a culture of cooperation within the buyer-seller dyadic relationship. The study adds to the existing relationship marketing body of knowledge and outlines the antecedents of a relationship oriented business culture. More specifically, it explains how a cultural value system gives rise to a set of relational attributes which in turn reinforce the relationship marketing approach and the marketing planning process. A qualitative research strategy was adopted that incorporated an open ended, structured questionnaire. Fifteen senior B2B marketing managers based in three Korean firms participated in the study. Senior B2B marketing managers in Korean companies adopt the ‘market-based’ generative learning approach and place emphasis on marketing intelligence, marketing education and devising and implementing “innovative” marketing strategies. The sharing of information is considered important and occurs within a collectivist decision-making context that gives rise to trust based relationships among partner organizations. The relationships developed are viewed as sustainable and require that individual employees are committed to the concept of mutuality. The paper has a B2B marketing management focus but draws on and is underpinned by management theory. Evidence of this can be found in the linkage between management culture theory and B2B marketing policy.


    Item Type: Conference or Workshop Item (Paper)
    Keyword(s) / Subject(s): Organizational culture, Marketing intelligence, Marketing strategy, Relational attributes
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Administrator
    Date Deposited: 05 Apr 2019 14:40
    Last Modified: 02 Aug 2023 17:50


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item