Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance

dc.contributor.authorDANNY PIMENTEL CLARO
dc.contributor.authorPRISCILA BORIN DE OLIVEIRA CLARO
dc.contributor.authorZylbersztajn, Decio
dc.coverage.cidadeNão informadopt_BR
dc.coverage.paisBrasilpt_BR
dc.creatorZylbersztajn, Decio
dc.date.accessioned2022-12-21T00:07:03Z
dc.date.available2022-12-21T00:07:03Z
dc.date.issued2005
dc.description.notesTexto completopt_BR
dc.description.otherRelationship 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.pt_BR
dc.format.extentp. 17-34pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.issn1807-7692pt_BR
dc.identifier.issue2pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/5127
dc.identifier.volume2pt_BR
dc.language.isoPortuguêspt_BR
dc.publisherANPADpt_BR
dc.relation.ispartofBrazilian Administration Review (BAR)pt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITOR.pt_BR
dc.subject.keywordsRelationship marketing strategypt_BR
dc.subject.keywordsTrustpt_BR
dc.subject.keywordsInformationpt_BR
dc.subject.keywordsTransaction specific investmentspt_BR
dc.subject.keywordsJoint actionpt_BR
dc.subject.keywordsBusiness networkspt_BR
dc.titleRelationship marketing strategies: when buyer and supplier follow different strategies to achieve performancept_BR
dc.typejournal article
dspace.entity.typePublication
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublicationa9dfdc30-4af3-4fa9-a901-9c4417a062ed
relation.isAuthorOfPublication.latestForDiscovery4d0421e0-4cc8-4fb3-846a-581a48c752f5
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