B2B Relationship Management: Enhancing International Partnerships

A multinational UK-based retailer with more than 200 locations globally was facing disruptions in communications with foreign partners, negatively impacting their B2B relationships and international sales. With some partnerships dating back to the early eighties and others barely celebrating five years of collaboration, it was crucial to understand the source of the problem and explore communication improvements as well as the available remedies, including an effective international pricing model.

A large-scale research initiative was conducted across multiple global locations, involving extensive conversations with international partners and their teams. This research highlighted inconsistencies in the international pricing model. Furthermore, B2B relationships were examined through observations and interviews with the management and staff of the retail stores in the region, pointing towards potential communication improvements.