کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10496359 | 942335 | 2005 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Business relationships on different waves: Paradigm shift and marketing orientation revisited
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
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چکیده انگلیسی
Relationships with customers, also referred to as inter-organizational relationships, are a growing theme in marketing. The increased interest in these concepts has triggered views that a paradigm shift from mass marketing toward relationship marketing has taken place over the last 20 years and that only a relationship orientation secures firms' success. In this paper, we promote the idea that relationships exist along different orientations and paradigms. We identify five different orientations and the logic of a buyer-supplier relationship in each of these waves. Furthermore, we argue for a dyadic view of orientation, i.e., the supplier orientation must match the buyer orientation in order to allow smooth interactions.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 34, Issue 7, October 2005, Pages 714-721
Journal: Industrial Marketing Management - Volume 34, Issue 7, October 2005, Pages 714-721
نویسندگان
Laurids Hedaa, Thomas Ritter,