Proposed application of the relationship marketing in interorganizational relations
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/14000 |
Resumo: | Objective: Relationship marketing is applied in the study of the relational exchanges and are commonly studied in the relations between companies and clients and / or suppliers. This study aims to propose a conceptual model for understanding the relations among competing companies, based on relationship marketing and social exchange theory.Method: A theoretical essay was carried out with the main aspects of the literature on relationship marketing in the elaboration of a conceptual model, presenting propositions to test the relations among competing companies.Originality / Relevance: The research is relevant and innovative by using a classical theory in an unconventional context. In addition, it contributes to the theoretical advance on relational exchanges among competitors.Results: The propositions, based on the social exchange theory, suggest some aspects of relationship marketing positively influence the relations among competing companies (cooperation, trust, shared values, commitment, communication, empathy and reciprocity). While others negatively influence (coercive power, comparison of alternatives and opportunistic behavior).Theoretical / methodological contributions: The study contribution is to propose the use of relationship marketing concepts as a theoretical lens to understand the relations among competing companies.Social / managing contributions: The managerial contribution is to provide subsidies for understanding and maintaining long-term relations among competing companies. Moreover, the study encourages the discussion and development of new research so that the relations among competing companies can be analyzed empirically through relationship marketing. |
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REMark - Revista Brasileira de Marketing |
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Proposed application of the relationship marketing in interorganizational relationsProposta de aplicação do marketing de relacionamento nas relações interorganizacionaisMarketing of relationship; Social exchange theory; Relational exchanges; Relations among competing companies; Co-opetitionMarketing de relacionamento; Relação entre empresas concorrentes; Teoria da troca social.Objective: Relationship marketing is applied in the study of the relational exchanges and are commonly studied in the relations between companies and clients and / or suppliers. This study aims to propose a conceptual model for understanding the relations among competing companies, based on relationship marketing and social exchange theory.Method: A theoretical essay was carried out with the main aspects of the literature on relationship marketing in the elaboration of a conceptual model, presenting propositions to test the relations among competing companies.Originality / Relevance: The research is relevant and innovative by using a classical theory in an unconventional context. In addition, it contributes to the theoretical advance on relational exchanges among competitors.Results: The propositions, based on the social exchange theory, suggest some aspects of relationship marketing positively influence the relations among competing companies (cooperation, trust, shared values, commitment, communication, empathy and reciprocity). While others negatively influence (coercive power, comparison of alternatives and opportunistic behavior).Theoretical / methodological contributions: The study contribution is to propose the use of relationship marketing concepts as a theoretical lens to understand the relations among competing companies.Social / managing contributions: The managerial contribution is to provide subsidies for understanding and maintaining long-term relations among competing companies. Moreover, the study encourages the discussion and development of new research so that the relations among competing companies can be analyzed empirically through relationship marketing.Objetivo: O marketing de relacionamento é utilizado no estudo das relações de troca, sendo comumente estudado nas relações com os clientes ou com os fornecedores da empresa. Este estudo tem como objetivo propor um modelo conceitual para compreender a relação entre empresas concorrentes, a partir do marketing de relacionamento e da teoria das trocas sociais.Método: Realizou-se um ensaio teórico e utilizando-se de achados sobre o marketing de relacionamento foram desenvolvidas algumas proposições para a relação entre empresas concorrentes.Originalidade/Relevância: A pesquisa é relevante e inovadora ao utilizar uma teoria clássica dentro de um contexto não convencional.Resultados: Amparado pela teoria das trocas sociais, alguns aspectos do marketing de relacionamento influenciam positivamente nas relações entre empresas concorrentes (cooperação, confiança, compartilhamento de valores, comprometimento, comunicação, empatia e reciprocidade). Enquanto outros influenciam negativamente (poder coercivo, comparação de alternativas e comportamento oportunista).Contribuições teóricas/metodológicas: A contribuição do estudo é propor a utilização dos conceitos de marketing de relacionamento, como uma lente teórica para compreender as relações entre empresas concorrentes.Contribuições sociais / para a gestão: E a contribuição do gerencial está em fornecer subsídios para a manutenção de relações de longo prazo entre empresas concorrentes. Desse modo, o estudo estimula a discussão e o desenvolvimento de novas pesquisas para que a relação entre empresas concorrentes possa ser analisada empiricamente, através do marketing de relacionamento.Universidade Nove de Julho - UninoveNeumann, Juliane LavinikiLaimer, Claudionor Guedes2019-05-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1400010.5585/remark.v18i1.3925ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 118-1312177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMengporhttps://periodicos.uninove.br/remark/article/view/14000/6760https://periodicos.uninove.br/remark/article/view/14000/6761Direitos autorais 2019 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T16:24:59Zoai:https://periodicos.uninove.br:article/14000Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:24:59REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Proposed application of the relationship marketing in interorganizational relations Proposta de aplicação do marketing de relacionamento nas relações interorganizacionais |
title |
Proposed application of the relationship marketing in interorganizational relations |
spellingShingle |
Proposed application of the relationship marketing in interorganizational relations Neumann, Juliane Laviniki Marketing of relationship; Social exchange theory; Relational exchanges; Relations among competing companies; Co-opetition Marketing de relacionamento; Relação entre empresas concorrentes; Teoria da troca social. |
title_short |
Proposed application of the relationship marketing in interorganizational relations |
title_full |
Proposed application of the relationship marketing in interorganizational relations |
title_fullStr |
Proposed application of the relationship marketing in interorganizational relations |
title_full_unstemmed |
Proposed application of the relationship marketing in interorganizational relations |
title_sort |
Proposed application of the relationship marketing in interorganizational relations |
author |
Neumann, Juliane Laviniki |
author_facet |
Neumann, Juliane Laviniki Laimer, Claudionor Guedes |
author_role |
author |
author2 |
Laimer, Claudionor Guedes |
author2_role |
author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Neumann, Juliane Laviniki Laimer, Claudionor Guedes |
dc.subject.por.fl_str_mv |
Marketing of relationship; Social exchange theory; Relational exchanges; Relations among competing companies; Co-opetition Marketing de relacionamento; Relação entre empresas concorrentes; Teoria da troca social. |
topic |
Marketing of relationship; Social exchange theory; Relational exchanges; Relations among competing companies; Co-opetition Marketing de relacionamento; Relação entre empresas concorrentes; Teoria da troca social. |
description |
Objective: Relationship marketing is applied in the study of the relational exchanges and are commonly studied in the relations between companies and clients and / or suppliers. This study aims to propose a conceptual model for understanding the relations among competing companies, based on relationship marketing and social exchange theory.Method: A theoretical essay was carried out with the main aspects of the literature on relationship marketing in the elaboration of a conceptual model, presenting propositions to test the relations among competing companies.Originality / Relevance: The research is relevant and innovative by using a classical theory in an unconventional context. In addition, it contributes to the theoretical advance on relational exchanges among competitors.Results: The propositions, based on the social exchange theory, suggest some aspects of relationship marketing positively influence the relations among competing companies (cooperation, trust, shared values, commitment, communication, empathy and reciprocity). While others negatively influence (coercive power, comparison of alternatives and opportunistic behavior).Theoretical / methodological contributions: The study contribution is to propose the use of relationship marketing concepts as a theoretical lens to understand the relations among competing companies.Social / managing contributions: The managerial contribution is to provide subsidies for understanding and maintaining long-term relations among competing companies. Moreover, the study encourages the discussion and development of new research so that the relations among competing companies can be analyzed empirically through relationship marketing. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-05-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14000 10.5585/remark.v18i1.3925 |
url |
https://periodicos.uninove.br/remark/article/view/14000 |
identifier_str_mv |
10.5585/remark.v18i1.3925 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14000/6760 https://periodicos.uninove.br/remark/article/view/14000/6761 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 118-131 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642038358016 |