Relationship marketing in a developing economy

Subhra Chakrabarty, Gene Brown, Robert E. Widing

Research output: Contribution to journalArticlepeer-review


The sales representatives of a pharmaceutical manufacturer in India were surveyed to explore the effects of relationship marketing on sales performance. Specifically, the effect of buyer-seller relationship quality on sales performance was assessed. The results indicated that customer oriented selling behaviors helped in developing buyer-seller relationship quality and adaptive selling behaviors fully mediated the effects of buyer-seller relationship quality on sales performance. Based on the findings, managerial implications for US firms operating in developing economies, such as India, are discussed.
Original languageEnglish
Pages (from-to)1-14
Number of pages14
JournalMarketing management journal
Issue number2
Publication statusPublished - 2010

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