Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance
Journal Title: BAR: Brazilian Administration Review - Year 2005, Vol 2, Issue 2
Abstract
Relationship marketing is essential for success in business. The need to understand better the differences in the strategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives on inter-firm governance and networks to develop a theoretical framework to understand the success of long-term relationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers of theirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take the “hard”, tangible strategy using transaction specific investments and fostering joint action, the successful suppliers take the “soft”, social approach by emphasizing trust and the norm of flexibility in the relationship.
Authors and Affiliations
Claro, Danny Pimentel; Claro, Priscila Borin de Oliveira; Zylbersztajn, Decio
Creativity and Innovation in the Context of Team-work: an Evaluation in the Self-management Cells and Quality Control Circles of Ambev S.C. Branch
This paper is about changes in the business world. The main goal is to study the implications related to people’s creativity expression owing to work organization in small groups in the Ambev S.C. branch. This is a qual...
Acquisitions, Joint Ventures or Arm’s-Length Alliances? Analyzing the Determinants of the Choice of Growth Strategy in Brazil from 1996 through 2007
This paper analyses the determinants of the choice among different firm growth strategies: acquisitions, joint ventures or arm’s-length alliances. Several theoretical perspectives offer a background to understanding how...
Meanings of Consumption and Abandonment: Understanding Smoking Cessation Symbolism
In consumption studies, very little attention has been focused on investigating abandonment and, more specifically, its symbolic dimension. The present study aims to investigate how meanings are created and negotiated...
A Perceived-Control Based Model to Understanding the Effects of Co-Production on Satisfaction
This article represents an initial effort to analyze the complex linkages among co-production, perceived control and satisfaction. Co-production refers to the consumer participation in production activities and is here...
The Relationship between Market Sentiment Index and Stock Rates of Return: a Panel Data Analysis
This article analyzes the relationship between market sentiment and future stock rates of return. We used a methodology based on principal component analysis to create a sentiment index for the Brazilian market with da...