Abstract

This study is an exploration of the social and psychological aspect of what makes the first impression between a buyer and a salesperson in the Fine Chemistry industry (pharmaceutical and cosmetics). The emphasis is placed on the buyer's appreciation of both the supplier's global offer and its salespersons' attitudes during the first meeting. The research took place in two countries: Canada and France with the purpose to find a parallel in industrial managers' understanding of relationship theories. The results indicate an opening of the relationship marketing in a highly technical industry where the complexity of the products has always generated buyers' rational ways of thinking. Also, these findings show a difference of importance in the perception of the several relational-oriented items between the two countries surveyed. Managerial as well as theoretical implications are discussed and limitations are provided that can be converted into practical advice for future research on a related topic.