ENABLERS OF LONG-TERM MARKETING RELATIONSHIPS IN CROSS-CULTURAL BUSINESS

This paper aims at advancing research on the identification and the first test of the primary steps companies follow to generate and maintain enablers of long-term marketing relationships in cross-cultural business. To achieve the objective, the authors first identify the communication difficulties in generating and maintaining long-term relationships in bi-cultural or multi-cultural settings. They then develop the building blocks, or enablers, that are needed to form and maintain enduring relationships. They finally illustrate the suggested process by describing the use of enablers in two contrasting cultures, the Anglo-Saxon and the Latin, using samples from the United States and Chile, respectively.