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What is Relationship Orientation

Chapter 18
Handbook of Research on Entrepreneurship, Innovation, and Internationalization
Is a concept much more specific than market orientation. It involves the commitment of one party that believes that a relationship is worth working on to ensure that is endures throughout time. The relationship orientation is built on the foundation of mutual trust and commitment.
Published in Chapter:
Challenges of the Internationalization Strategy of a Technology-Based International New Venture
Luciana Costa Fernandes (University of Aveiro, Portugal), Cristiana Pereira (University of Aveiro, Portugal), Daniela Simões (University of Aveiro, Portugal), and António Carrizo Moreira (University of Aveiro, Portugal)
Copyright: © 2019 |Pages: 23
DOI: 10.4018/978-1-5225-8479-7.ch018
Abstract
The present study seeks to analyze the behavior of a technological start-up regarding its entry modes in foreign markets. It is based on the case study of a company in the field of 3D printing and takes into account the analysis of topics such as the internationalization of start-ups and modes of entry in foreign markets, considering several theories of internationalization. As the company analyzed is a start-up, the research is supported by the analysis of the characteristics present in the process of internationalization of small and medium-sized enterprises (SMEs). The study closes with the conclusion that this SME matches the profile of an International New Venture/Born Global (INV/BG), although the company takes advantage of the network-based theory and relationship orientation to enter international markets. The most used mode of entry by the company in international markets has been exporting activities.
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Chapter 28
Searching for Opportunities and Trust in International Markets: Entrepreneurial Perspective of a Traditional Industry SME
It is a concept that addresses how firms seek to interrelate to each other. It is more specific than market orientation or customer orientation. It includes high level of trust, commitment and reciprocity and requires, not only that firms (buyers and suppliers) cooperate closely, but also that they have to overcome all its conflicts, in order to achieve common goals and benefit from a synergistic cooperation.
Published in Chapter: Searching for Opportunities and Trust in International Markets: Entrepreneurial Perspective of a Traditional Industry SME; From: Handbook of Research on Entrepreneurial Success and its Impact on Regional Development
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Chapter 16
Relationships Between Universities and Enterprises: The Perspective of Small and Medium-Sized Firms
It is a concept that addresses how firms or entities seek to interrelate to each other. It involves the commitment of one party that believes that a relationship is worth working on to ensure that is endures throughout time. The relationship orientation is built on the foundation of mutual trust and commitment.
Published in Chapter: Relationships Between Universities and Enterprises: The Perspective of Small and Medium-Sized Firms; From: Handbook of Research on Strategic Innovation Management for Improved Competitive Advantage
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