We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 26: Interactivity and International Business
Prior research has not only shown the importance of interaction in relationships among providers/sellers and buyers/users for business performance but also evidenced large variation in the patterns and intensity of interactions in inter-organizational business relationships. As the extant theory offers little explanation for such variation, we discuss and propose the concept of interactivity to explain such variation. We define interactivity as properties of the specific local interaction contexts that not only lead to but are also result of interaction and can be likened to DNA, while the actual interaction is the genuine life, outcome of the interaction of the elements present. We argue that the actual ...