Virtual Management of Global Marketing Relationships

Speier, Cheri; Harvey, Michael G.; Palmer, Jonathan
September 1998
Journal of World Business;Fall98, Vol. 33 Issue 3, p263
Academic Journal
A mechanism for rapidly developing presence in the global marketplace is through forming relationships with other organizations in different countries. These joint ventures or strategic alliances have a number of benefits that accrue to the various partners in the relationship. The difficulty is how to manage these relationships effectively across cultures and differing organizational/management philosophies. What is recommended is the development of a virtual management perspective and five different types of virtual relationships are examined.


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