The emergence of the customer relationship portfolio of a new venture: a networking process
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 8 January 2019
Issue publication date: 26 June 2019
Abstract
Purpose
While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the new venture’s portfolio of customer relationships emerges. This paper aims to explore the emergence of the customer relationship portfolio of a new venture and to investigate the effects of early relationships on subsequent ones.
Design/methodology/approach
Methodologically, the authors rely on a longitudinal single case study of a new venture which develops, implements and sells customized cost-management software. The study is exploratory and based on 24 in-depth interviews.
Findings
The findings show that the development of a customer portfolio depends on the cumulative effect of heterogeneous elements and network connections. These include the initial link between the new venture and the first customer and a subsequent series of interconnections that develop with the emerging network capability of the new venture.
Originality/value
As one of the few studies that explore the emergence of new ventures’ customer relationship portfolio, this study demonstrates the value of applying a relational/network approach for studying relationship portfolio dynamics.
Keywords
Citation
La Rocca, A., Perna, A., Sabatini, A. and Baraldi, E. (2019), "The emergence of the customer relationship portfolio of a new venture: a networking process", Journal of Business & Industrial Marketing, Vol. 34 No. 5, pp. 1066-1078. https://doi.org/10.1108/JBIM-10-2018-0300
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited