..., qualitative methods enable a deeper understanding of behavior, rather than a shallow representation of intentions. This paper is based on the tenet that interpretive methodologies are appropriate to cope with market strategy formation in dynamic market settings. Hence, we provide a structural tool...

... must retain ownership right through to the end consumer regardless of what country you export to, but especially in China (CEO, Male, 54, 11 years dealing in China). Business‐to‐business marketing Exports Cross‐cultural management China Qualitative methods An executive summary...

..., competition and expenses were important as well. © Emerald Group Publishing Limited 2007 Brands Business‐to‐business marketing Buyer‐seller relationships Qualitative methods An executive summary for managers and executive readers can be found at the end of this issue...

... qualitative methods deserve more attention. Third, though CIT research is prevalent in the marketing literature, it is at present incompletely adapted to business marketing research and needs development along the lines suggested in this article. Originality/value The interaction perspective on business...