Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance
Autor(a) principal: | |
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Data de Publicação: | 2005 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | RAC. Revista de Administração Contemporânea (Online) |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552005000600003 |
Resumo: | 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. |
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RAC. Revista de Administração Contemporânea (Online) |
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Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performancerelationship marketing strategytrustinformationtransaction specific investmentsjoint actionbusiness networksRelationship 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.Associação Nacional de Pós-Graduação e Pesquisa em Administração2005-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552005000600003Revista de Administração Contemporânea v.9 n.spe2 2005reponame:RAC. Revista de Administração Contemporânea (Online)instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/S1415-65552005000600003info:eu-repo/semantics/openAccessClaro,Danny PimentelClaro,Priscila Borin de OliveiraZylbersztajn,Decioeng2009-05-29T00:00:00Zoai:scielo:S1415-65552005000600003Revistahttps://rac.anpad.org.br/index.php/racONGhttps://rac.anpad.org.br/index.php/rac/oairac@anpad.org.br1982-78491415-6555opendoar:2009-05-29T00:00RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
title |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
spellingShingle |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance Claro,Danny Pimentel relationship marketing strategy trust information transaction specific investments joint action business networks |
title_short |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
title_full |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
title_fullStr |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
title_full_unstemmed |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
title_sort |
Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance |
author |
Claro,Danny Pimentel |
author_facet |
Claro,Danny Pimentel Claro,Priscila Borin de Oliveira Zylbersztajn,Decio |
author_role |
author |
author2 |
Claro,Priscila Borin de Oliveira Zylbersztajn,Decio |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Claro,Danny Pimentel Claro,Priscila Borin de Oliveira Zylbersztajn,Decio |
dc.subject.por.fl_str_mv |
relationship marketing strategy trust information transaction specific investments joint action business networks |
topic |
relationship marketing strategy trust information transaction specific investments joint action business networks |
description |
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. |
publishDate |
2005 |
dc.date.none.fl_str_mv |
2005-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552005000600003 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552005000600003 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/S1415-65552005000600003 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
Revista de Administração Contemporânea v.9 n.spe2 2005 reponame:RAC. Revista de Administração Contemporânea (Online) instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
RAC. Revista de Administração Contemporânea (Online) |
collection |
RAC. Revista de Administração Contemporânea (Online) |
repository.name.fl_str_mv |
RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
rac@anpad.org.br |
_version_ |
1754209050619281408 |