Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10496359 | Industrial Marketing Management | 2005 | 8 Pages |
Abstract
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Laurids Hedaa, Thomas Ritter,