Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance
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| Format: | Artículo científico |
| Language: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2005
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| _version_ | 1876441041109778432 |
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| author | Danny Pimentel Claro |
| author_facet | Danny Pimentel Claro |
| contents | Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance Danny Pimentel Claro Priscila Borin de Borin de Oliveira Claro Decio Zylbersztajn Administración y Contabilidad trust information joint action business networks relationship marketing strategy 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. 2005 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84120203 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.2 Vol.2 |
| format | Artículo científico |
| id | redalyc_84120203 |
| institution | Redalyc |
| language | en |
| publishDate | 2005 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance Danny Pimentel Claro Administración y Contabilidad trust information joint action business networks relationship marketing strategy Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance Danny Pimentel Claro Priscila Borin de Borin de Oliveira Claro Decio Zylbersztajn Administración y Contabilidad trust information joint action business networks relationship marketing strategy 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. 2005 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84120203 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.2 Vol.2 |
| title | Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance |
| topic | Administración y Contabilidad trust information joint action business networks relationship marketing strategy |
| url | https://www.redalyc.org/articulo.oa?id=84120203 |