Network development in international project marketing and the impact of external facilitation

Denice Welch, Lawrence Welch, Ian Wilkinson and Louise Young

International Business Review, 1996, vol. 5, issue 6, 579-602

Abstract: This article reports on an experiment in external facilitation of international project marketing activity. The case involved a large, World Bank funded project in China aimed at upgrading grain storage and handling facilities. An organization was established in Australia to bring together and support efforts by Australian firms to win a share of this project. Network-building, at a number of levels both in China and Australia, emerged from the qualitative study as a critical factor in effective project marketing. External facilitation played a positive role in the network-building process.

Keywords: International; Project; Marketing; Network; Development; Chinese; Market; Entry (search for similar items in EconPapers)
Date: 1996
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Citations: View citations in EconPapers (2)

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