A relationship marketing pilot study of British and French medium-sized medical firms

This paper highlights findings from a qualitatively based pilot study that focuses on the management of business relationships in the medical and healthcare sector. The aim of the research was to investigate the notion of relationship marketing, comparing a sample of French and British medium-sized firms. The results would suggest that the nationality of the firm might have an impact on the propensity to adopt relationship marketing techniques (based on the data, the respondent firms have been placed on a continuum to illustrate). It is believed that our examination of relationship marketing across two cultures will add a further dimension to the existing relationship marketing literature.