With the coming of age of business‐to‐business (B2B) marketing in the last three decades,
the influence of culture on cross-cultural B2B relationships has received considerable …

In this article, we explore how migrants establish and operate small and medium-sized
enterprises in the host country while navigating liminality and developing appropriate …

Purpose This study aims to explore the interplay of ambicultural sensitivity and relational
embeddedness in the quality of B2B relationships. Specifically, it examines how these …

International business relationships, particularly in the business-to-business context, are
crucial for successful international business. Situations such as foreign market entry or …

This chapter serves as a conclusion for the book. The authors provide a brief overview of
previous literature on the topics that the three sections of the book encompass, namely, a …

Expanding and sustaining B2B relationships is crucial for the survival of SMEs in
international business. The language choice of SME decision-makers can support social …