Virtual management of global marketing relationships

Cheri Speier, Michael G. Harvey and Jonathan Palmer

Journal of World Business, 1998, vol. 33, issue 3, 263-276

Abstract: 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.

Date: 1998
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