INTERACTION AND INTERNATIONAL MARKETING: AN INVESTMENT PROCESS

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Abstract
The interaction approach to studying international marketing activities of industrial firms is now an established research stream. Initiated by a team of European researchers, the interaction approach focuses on the process of managing interactions between supplier and customer units. In this article, the author elaborates on the features of the interaction approach and illustrates it using a company case study. Based upon the discussion, a number of managerial implications are offered regarding international market development.