Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance

Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance

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 unde...

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Bibliographic Details
Main Authors: Danny Pimentel Claro, Priscila Borin de Oliveira Claro, Decio Zylbersztajn
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2005-07-01
Series:BAR: Brazilian Administration Review
Subjects:
relationship marketing strategy
trust
information
transaction specific investments
joint action
business networks.
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_606.pdf

Internet

http://www.anpad.org.br/periodicos/arq_pdf/a_606.pdf

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