Intercultural interaction strategies and relationship selling in industrial markets

The academic literature has convincingly noted the growing importance and i mpact that corporate culture has on the behavior of firms. Correspondingly, industrial sellers are increasingly relying on relationship selling as a k ey marketing strategy. In conjunction with these two issues, this article d emonstrates how capitalizing on an effective understanding of the buyer's c orporate culture can be used by sellers to achieve a competitive advantage in developing and maintaining long-term buyer-seller relationships, The imp lications of this approach are also discussed. (C) 1999 Elsevier Science In c. All rights reserved.