This study was undertaken as an initial attempt to address the role of relationship marketing in the internationalization process. To understand this concept, the internationalization process is divided into two stages: preinternationalization, which focuses on overcoming the psychic distance and postinternationalization, which focuses on market entry and positioning. At the different stages of internationalization, different variables of relationship marketing assume relatively greater levels of importance, which are likely to have implications for the implementation of an internationalization process. Through a thorough analysis of the literature, and a review of a number of international examples, three research propositions are provided and streams for further research necessary to understand this neglected area of research are then provided.
Khojastehpour, M., & JOHNS, R. (2015). From pre-internationalization to post-internationalization: relationship marketing perspective. Journal of Strategic Marketing, 23(2), 157-174. https://doi.org/10.1080/0965254X.2014.914073