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Aaa. Abstract Relationship marketing research to date has focused for the most
part on two sets of issues. First, what are the benefits ...
Aaa. All you have to do is submit one of your own reports by filling out the
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Submitted by freakyrhythm4u on March 17, 2008
Category: Business
Words: 6918 | Pages: 28
Views: 174
Popularity Rank: 61,359
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Abstract
Relationship marketing research to date has focused for the most part on two sets of issues. First, what are the benefits of relationship marketing adoption? Second, how are marketing relationships built and maintained? Although these are important questions for researchers to address, we believe an understanding of the strategic impact of relationship marketing is equally important. We hold that relationship marketing should only be adopted when it offers, or contributes to, a firm's competitive advantagea competitive advantage that, it is hoped, proves sustainable. As a first step toward better understanding the strategic role of relationship marketing, adopting a resource-based approach, we first clarify the role that resources gained through relationships may play in marketing relationships. Then we isolate and discuss the various kinds of resources that might be gained through relationships. Finally, we develop five propositions for assessing the strategic worth of these resources in marketing relationships.
Article Outline
Strategic Role of Resources in Marketing Relationships
Efficiently Acquiring or Developing Resources That Enhance Efficiency
Combining Basic Resources to Create Complex Resources
Positioning Resource Advantages in Competitive Situations
Maintaining and Protecting Resources
Types of Resources Gained in Marketing Relationships
Financial Resources
Legal Resources
Physical Resources
Human Resources
Organizational Resources
Relational Resources
Informational Resources
Sustainability of Relationship-Based Competitive Advantages: Critical Requirements of Resources
Efficiency/Effectiveness
Heterogeneity
Imperfectly Imitable
Imperfect Substitutability
Imperfect Mobility
Propositions for Evaluating Shared...
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