Abstract
This article explores a unique application of relationship marketing and commitment-trust theory through “outside-in” channel development. Necessitated by market conditions and competitor size and influence, the case company lacked the financial strength and credibility to compete head on to drive awareness from key channel members. Findings demonstrate how out-of-the-box thinking, entrepreneurial risk taking, and creative event marketing allowed a small market player to establish, build, and ultimately extend relationships with both indirect and direct channel partners from the outside in. This case provides guidance for relationship marketing efforts through the use of event sponsorship and social media strategies.
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