Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance
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2005
- handle: 10670/1.pzjpu5
- 1807-7692
Ce document est lié à :
http://www.redalyc.org/revista.oa
BAR - Brazilian Administration Review
Mots-clés
Administración y Contabilidad trust information joint action business networks relationship marketing strategySujets proches
Trust (Psychology) Military strategyCiter ce document
Danny Pimentel Claro et al., « Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance », BAR - Brazilian Administration Review, ID : 10670/1.pzjpu5
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Résumé
"Relationship marketing is essential for success in business. The need to understand better the differences in thestrategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives oninter-firm governance and networks to develop a theoretical framework to understand the success of long-termrelationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers oftheirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take thehard, tangible strategy using transaction specific investments and fostering joint action, the successfulsuppliers take the soft, social approach by emphasizing trust and the norm of flexibility in the relationship."