HCBE Faculty Articles

Title

B2B Commitment Building in Emerging Markets: The Case of Brazil

Document Type

Article

Date

2016

Publication Title

Journal of Personal Selling & Sales Management

ISSN or ISBN

0885-3134

Volume

36

Issue

2

First Page

105

Last Page

125

Description

The research examines the suitability of relationship marketing paradigms to emerging markets (EMs) through the lens of communication, relationship benefits and commitment. Using the U.S. as a developed nation sample and Brazil as a proxy for EM countries like the BRIC nations, a B2B buyer–supplier commitment-building model is conceptualized and tested for context-specific boundaries. The study compares communication behaviors and relationship benefits along functional, psychological and social dimensions to discern the evaluation process and governance mechanisms influenced by an EM buyer’s institutional environment. Results showed that buyers from relation-based EMs like Brazil base their relationship commitment more on the psychological attributes of the partnership, while a buyer’s commitment-building process in rule-based, developed nations like the US is largely influenced by functional attributes.

DOI

10.1080/08853134.2016.1188708

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