Abstract
This paper aims to explore how relationship elements fluctuate and business relationshipsdevelop in a volatile country market. Previous studies explored business relationship developmentin stable country markets ignoring the complexity of building relationships in thecontext of high-risk and high uncertainty environment. This study followed the traditions ofinductive logic and used a qualitative approach and multi-case study design. Data was analyzedfollowing the procedure of General Inductive Approach (GIA).The findings suggest thatlearning orientation is a key orientation influencing a companies’ ability to develop businessrelationships in a high- risk country market and that relationships need to be understoodfrom this perspective rather than simply a relational one. Business relationship developmentin a volatile market can be better understood through the learning perspective than merelywithin the relational perspective. Practical implication of the study is that when exporting toa high risk country market, a company needs to develop its orientation towards learning todevelop its ability and capacity to manage and develop business relationships.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Economics, Business, and Accountancy | Ventura
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
