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

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Building B2B relationships via initiation contributors : Three cases from the Norwegian-South Korean international project business. / Aarikka-Stenroos, Leena; Aaboen, Lise; Cova, Bernard; Rolfsen, Aron.

In: Industrial Marketing Management, Vol. 68, 2018, p. 74-85.

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Aarikka-Stenroos, Leena ; Aaboen, Lise ; Cova, Bernard ; Rolfsen, Aron. / Building B2B relationships via initiation contributors : Three cases from the Norwegian-South Korean international project business. In: Industrial Marketing Management. 2018 ; Vol. 68. pp. 74-85.

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@article{5ff90852919e465c8cc1a2c6f4802fdb,
title = "Building B2B relationships via initiation contributors: Three cases from the Norwegian-South Korean international project business",
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.",
keywords = "Contact, Initiation, International business, Project marketing, Relationship development, Shipping",
author = "Leena Aarikka-Stenroos and Lise Aaboen and Bernard Cova and Aron Rolfsen",
year = "2018",
doi = "10.1016/j.indmarman.2017.09.027",
language = "English",
volume = "68",
pages = "74--85",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier",

}

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TY - JOUR

T1 - Building B2B relationships via initiation contributors

T2 - Three cases from the Norwegian-South Korean international project business

AU - Aarikka-Stenroos, Leena

AU - Aaboen, Lise

AU - Cova, Bernard

AU - Rolfsen, Aron

PY - 2018

Y1 - 2018

N2 - 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.

AB - 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.

KW - Contact

KW - Initiation

KW - International business

KW - Project marketing

KW - Relationship development

KW - Shipping

U2 - 10.1016/j.indmarman.2017.09.027

DO - 10.1016/j.indmarman.2017.09.027

M3 - Article

VL - 68

SP - 74

EP - 85

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -