Re-negotiating and re-affirming in cross-border marketing relationships: A learning-based conceptual model and research propositions

Relationship marketing is the paradigm which is currently seen to offer insight into the internationalising process. This paper takes these concepts and links them together with notions of culture and learning in novel ways. The knowledge impacts of national and corporate culture need to be understood in the international exchange processes at the heart of cross-border/cultural marketing. Relationship creation can then be incorporated into organisational learning so that the organisation learns, understands and develops a memory. These processes are here combined into a conceptual learning-based model of cross-cultural marketing.