Abstract
This paper tests generalizations across four countries of an industrial marketing model applied to foreign exchange services which banks sell to large corporations. The process by which customers elicit bids from the marketplace, evaluate suppliers, and award business is used in a two-step framework typical for industrial markets: (1) factors important to winning and/or retaining any business (supplier selection) in a context of multiple suppliers; and (2) factors important to growing business volume of a particular supplier (supplier usage).
Keywords
International Trade, Marketing, Service Industry
Tech Report Number
1997-003
Date of this Version
1997
Recommended Citation
Bowman, D.; Farley, J. U.; and Schmittlein, D. C., "Cross-National Empirical Generalization of a Supplier Selection and Usage Model for Foreign Exchange Services" (1997). Purdue CIBER Working Papers. Paper 122.
https://docs.lib.purdue.edu/ciberwp/122