Abstract

This paper explores the existing literature on international business relationship development in order to create a holistic framework for further research. Additionally, it aims to support small businesses in developing an overview of the factors necessary to build effective international business relationships. Such relationships are becoming increasingly valuable in the global market place, both in terms of supply and reaching new markets. Current marketing views also focus on the development of relationships in order to grow business in a strategic manner. In developing a framework for research from a holistic viewpoint, consideration is given to the contribution/role of the business environment, risk, culture and distance, and demonstrates the influence these have on individual business drivers of the buyer/supplier. This includes the experience, expertise and global predisposition of the business to grow through cross-border relationship development; it explores issues of power, commitment, trust, cooperation and conflict within business relationships. A discussion framework (Figure 1) is developed from the perspective of the small business environment and how these factors influence the response of such business to the opportunities that exist in the international marketplace. It builds on the literature to demonstrate the benefits of a holistic view, recognising that the balance of influences vary both with circumstance and time. Figure 2 further develops the framework to ensure consideration of the environment the business operate in, cultural issues, and the expertise and experience of the parties involved. The paper poses the question of how to use the holistic model (Figure 2) as a basis for future research.