کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027934 942271 2011 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Resource acquisition strategies in business relationships
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Resource acquisition strategies in business relationships
چکیده انگلیسی

Integrating the IMP Group approach with aspects of the resource-based view of the firm, we seek to develop and test a typology of relationship strategies based on different resource acquisition foci. For this purpose, we conducted interviews with thirty CEOs and other senior marketing managers in the UK and the USA. In-depth content analysis identified five main resource acquisition strategies (RAS) behind building business relationships: money bonds, new market bonds, utilization bonds, intellectual bonds, and credibility bonds. We further carried out a quantitative study with 658 senior managers in the USA to test for the generalizability of our findings. Results of a one-way repeated ANOVA and multinomial logistic regression analysis show significant differences between the five RAS for business relationships. However, a pair-wise comparison provides evidence for the existence of hybrid strategies. In addition, an investigation of the association between the RAS of business relationships on the one hand, and business strategy on the other, revealed equifinality of alternative business strategies vis-à-vis the applied relationship strategy. Finally, our analysis revealed no significant differences between the distributions of RAS types for knowledge intensive versus non-knowledge intensive business services. However, we found that RAS distribution is significantly associated with company size.

Research highlights
► We identified five resource acquisition strategies (RAS).
► These are: Money, New Market, Utilization, Intellectual, and Credibility Bonds.
► Most of these RAS types are significantly different from each other.
► The distribution of RAS is not dependent on the kind of industry.
► The distribution of RAS is significantly associated with company size.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 40, Issue 6, August 2011, Pages 862–874
نویسندگان
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