Developing a pan-European co-marketing alliance: the case of BP-Mobil

Article Abstract:

Intense competition in the market has prompted a number of companies to foster strategic alliances with industry rivals in an effort to maintain their stability. The BP-Mobil partnership, for instance, has benefitted both companies through the adoption of a symbiotic approach to marketing. Such an approach did not only prove effective in limiting conflicts, but also in expanding investment prospects. By integrating their European downstream operations, both companies have been able to increase their customer base as well.

Partnerships, Marketing Management, Joint ventures, Chemical industry, Partnership, BP Chemicals Inc., Mobil Chemical Company Inc.

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Importers' relationships with exporters: does culture matter?

Article Abstract:

Importers' perceptions of cooperation, commitment, dependence, satisfaction, and trust are examined for the impact on importer-exporter relationships, using the United States and Korea as an example. While differences were found in the business relationship structures of importers dealing with similar and dissimilar cultures, none were found for exporters in these situations.

Management dynamics, International aspects, Comparative analysis, Company business management, Organizational structure, Importers

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