Please use this identifier to cite or link to this item: https://repositorio.insper.edu.br/handle/11224/5127
Type: Artigo Científico
Title: Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance
Author: Claro, Danny Pimentel
Claro, Priscila Borin de Oliveira
Zylbersztajn, Decio
Publication Date: 2005
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.
Keywords (english terms): Relationship marketing strategy
Trust
Information
Transaction specific investments
Joint action
Business networks
Language: Português
CNPq Area: Ciências Sociais Aplicadas
Copyright: O 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.
Notes: Texto completo
Appears in Collections:Coleção de Artigos Científicos

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