An Examination of the Role Relationship Marketing Plays in the B2B Model between Chinese Manufacturers and American Distributors
Relationship marketing has been a heated topic in the communication paradigm. The
primary relationship is the one between a supplier or provider of goods or services and buyers
and users of those goods or services. In order to facilitate it, other stakeholders in the network of
relationships may have to be involved. This thesis examined the relationship between Chinese
manufacturers and American distributors by a pilot qualitative study. Social exchange theory was
used as a scope to analyze the relationship. Nine participants from both sides answered
computer-mediated interview questions.