Building and Maintaining Effective Buyer-Seller Relationships: A Comparative Study of American and Canadian Expectations.

O'Grady and Lane (1996) have observed that Americans and Canadians have difficulty establishing the rapport for effective buyer- seller relationships, and that Canadians are especially disadvantaged. This article explored the marketing activities that American and Canadian managers preferred to establish these relationships. Differences were found in both relationship marketing and marketing mix factors. The Americans were significantly more committed to relational activities, building relationships based on respect, shared goals, personal trust and making sure everyone received the expected benefits. The Canadians focused more on pricing, and helping out when asked or needed. To do lists are offered for making each more effective with the other. [ABSTRACT FROM AUTHOR]