Cultural Relationship Marketing Prospects and Potential

Abstract

The purpose of the research is to study the impact of cultural relationship marketing on business activity and substantiate the development prospects of its potential for a modern enterprise using the example of automotive components distributing companies in Ukraine. The methodology of the research includes the following: structural and logic analysis and critical analysis for providing the literature review of the research, expert interviews for defining the characteristics of cultural relationship marketing, economic and mathematical modelling, and the graph-analytical methodology for substantiating the potential of cultural relationship marketing of the automotive components distributing companies in Ukraine. The main findings of the research proved the importance of the cultural heritage of the company’s residence country, its tourist attractiveness, religious and food specifics for building strong relations of automotive components distributors with their stakeholders. Management decisions are made by people, so it is important to build relationships between companies based on the relationships between people who represent the company, and on the other hand—to consider the characteristics of key managers, including their nature and behavior, formed by cultural characteristics of regions and countries. The practical implications of the research related to the first-time research study’s substantiation of the potential of cultural relationship marketing in the sphere of automotive components distribution. The research limitations include: (1) expert interviews were conducted online because of the COVID-19 restrictions and (2) the research results are obtained before the war in Ukraine in 2022.