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Article
Publication date: 1 February 2006

Shelby D. Hunt, Dennis B. Arnett and Sreedhar Madhavaram

Drawing on resource‐advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing

Abstract

Purpose

Drawing on resource‐advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with other firms and consumers? Why are some efforts at relationship marketing more successful than others?

Design/methodology/approach

Before addressing the three questions, the paper begins by discussing the different forms of relationship marketing.

Findings

Although relationship marketing is a relatively young field of inquiry, relationship marketing theory is an extremely rich area of research. Relationship marketing can take many forms and, as a result, relationship marketing theory has the potential to increase one's understanding of many aspects of business strategy.

Research limitations/implications

The answers to the three questions in this paper provide a strong foundation for the further development relationship marketing theory and are useful for both relationship marketing theorists and practitioners.

Originality/value

As relationship marketing theory and practice are developed further, the authors hope that the article will provide useful guidance to those involved. From a marketing theory standpoint, the eight kinds of factors provide guidance to researchers exploring the many forms of relational marketing. For practitioners, they provide a useful framework for evaluating extant relationship marketing strategies and for developing future strategies.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0885-8624

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Book part
Publication date: 16 August 2014

Anne-Maria Holma

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial…

Abstract

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network approach (see, e.g., Axelsson & Easton, 1992; Håkansson & Snehota, 1995a). The study describes how adaptations initiate, how they progress, and what the outcomes of these adaptations are. Furthermore, the framework takes into account how adaptations spread in triadic relationship settings. The empirical context is corporate travel management, which is a chain of activities where an industrial enterprise, and its preferred travel agency and service supplier partners combine their resources. The scientific philosophy, on which the knowledge creation is based, is realist ontology. Epistemologically, the study relies on constructionist processes and interpretation. Case studies with in-depth interviews are the main source of data.

Details

Deep Knowledge of B2B Relationships within and Across Borders
Type: Book
ISBN: 978-1-78190-858-7

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Book part
Publication date: 1 November 2008

Roger Baxter

The provision of value, as a marketing issue, is receiving increasing attention from managers and scholars. This attention, in combination with strong calls for better…

Abstract

The provision of value, as a marketing issue, is receiving increasing attention from managers and scholars. This attention, in combination with strong calls for better quantification and stronger measures in marketing, has lead to increased interest in the assessment, quantified where possible, of the provision of value through buyer–seller relationships. This paper identifies dimensions of value provision through relationships in business markets with specific emphasis on the intangible aspects of value, which are important to long-term competitive advantage. The provision of value to the seller is the prime focus in this paper. The paper discusses the meaning of both tangible and intangible relationship value and the interplay between them and notes the importance of assessing the intangible part of the value, particularly the part which derives from the human aspects of the relationship. Despite their importance, the human aspects of relationships and their contribution to value is a sparse topic among researchers. The paper compares and evaluates potentially useful relationship and value conceptualizations. The paper discusses studies of relationship value and then outlines the results of a recent line of empirical research into the provision of value by a buyer to a seller that utilizes a framework synthesized from the intellectual capital literature. This recent research conceptualizes the potential for a seller's relationship with a buyer to provide intangible value to the seller in terms of, first, the resources available in the buyer and second, the capabilities of the buyer's boundary personnel to aid in facilitating the flow of those resources to the seller. The paper also includes the softer human aspects in the dimensions of value. These latter aspects are important to a full assessment of value. The paper concludes with a discussion of aspects of intangible relationship value that need further elucidation and will thus provide opportunities for future research.

Details

Creating and managing superior customer value
Type: Book
ISBN: 978-1-84855-173-2

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Book part
Publication date: 1 January 2005

Shelby D. Hunt and Robert M. Morgan

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Article
Publication date: 3 April 2009

John Nicholson, Adam Lindgreen and Philip Kitchen

The purpose of this paper is to apply pragmatic and practical perspectives to the transferability of research findings by examining the potential of structuration to serve…

Abstract

Purpose

The purpose of this paper is to apply pragmatic and practical perspectives to the transferability of research findings by examining the potential of structuration to serve as the relationship marketing meta‐theory.

Design/methodology/approach

The paper revisits the advanced subjectivist critique of functionalism as the dominant research paradigm before challenging the apparent fortification of the interpretivist paradigm and, in so doing, highlights interpretivism's weaknesses when dealing with social structures.

Findings

With the proposed model, relationship marketing researchers, using structuration theory, can recognize the temporal and spatial specificity – and thereby transferability – of interactions and relationships. Structuration is academically rigorous and pragmatic, because it avoids the distraction of the largely academic paradigm wars.

Research limitations/implications

By addressing the often‐noted spatial and temporal limitations of relationship marketing research, this research responds to calls for longitudinal research. The model offers the potential for examining historical interactions and relationships to gain insight into the constraining and enabling forces of social structures.

Practical implications

The use of a multi‐paradigm perspective is more pragmatic than a single paradigm investigation. Using structuration as that multi‐paradigm perspective, a relationship marketing researcher can gain greater insight into the spatial and temporal specificity and transferability of research findings. Researchers thus may assess the limitations of implementing marketing practice on the basis of the findings they gain from one space and time context in a different space and time context.

Originality/value

A paper discussing structuration is a rarity among marketing literature. This paper is the first to outline the potential use of structuration as the meta‐theory in relationship marketing research.

Details

Qualitative Market Research: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 13 July 2011

Shelby D. Hunt and Shannon B. Rinaldo

The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing

Abstract

The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

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Book part
Publication date: 29 January 2018

Gábor Nagy, Carol M. Megehee and Arch G. Woodside

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and…

Abstract

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

Details

Improving the Marriage of Modeling and Theory for Accurate Forecasts of Outcomes
Type: Book
ISBN: 978-1-78635-122-7

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Book part
Publication date: 7 October 2015

Md Nuruzzaman

The objective of this study is to investigate how country risk, different political actions from the government and bureaucratic behavior influence the activities in…

Abstract

The objective of this study is to investigate how country risk, different political actions from the government and bureaucratic behavior influence the activities in industry supply chains (SCs) in emerging markets. The main objective of this study is to investigate the influence of these external stakeholders’ elements to the demand-side and supply-side drivers and barriers for improving competitiveness of Ready-Made Garment (RMG) industry in the way of analyzing supply chain. Considering the phenomenon of recent change in the RMG business environment and the competitiveness issues this study uses the principles of stakeholder and resource dependence theory and aims to find out some factors which influence to make an efficient supply chain for improving competitiveness. The RMG industry of Bangladesh is the case application of this study. Following a positivist paradigm, this study adopts a two phase sequential mixed-method research design consisting of qualitative and quantitative approaches. A tentative research model is developed first based on extensive literature review. Qualitative field study is then carried out to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. A survey is carried out with sample of top and middle level executives of different garment companies of Dhaka city in Bangladesh and the collected quantitative data are analyzed by partial least square-based structural equation modeling. The findings support eight hypotheses. From the analysis the external stakeholders’ elements like bureaucratic behavior and country risk have significant influence to the barriers. From the internal stakeholders’ point of view the manufacturers’ and buyers’ drivers have significant influence on the competitiveness. Therefore, stakeholders need to take proper action to reduce the barriers and increase the drivers, as the drivers have positive influence to improve competitiveness.

This study has both theoretical and practical contributions. This study represents an important contribution to the theory by integrating two theoretical perceptions to identify factors of the RMG industry’s SC that affect the competitiveness of the RMG industry. This research study contributes to the understanding of both external and internal stakeholders of national and international perspectives in the RMG (textile and clothing) business. It combines the insights of stakeholder and resource dependence theories along with the concept of the SC in improving effectiveness. In a practical sense, this study certainly contributes to the Bangladeshi RMG industry. In accordance with the desire of the RMG manufacturers, the research has shown that some influential constructs of the RMG industry’s SC affect the competitiveness of the RMG industry. The outcome of the study is useful for various stakeholders of the Bangladeshi RMG industry sector ranging from the government to various private organizations. The applications of this study are extendable through further adaptation in other industries and various geographic contexts.

Details

Sustaining Competitive Advantage Via Business Intelligence, Knowledge Management, and System Dynamics
Type: Book
ISBN: 978-1-78441-764-2

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Article
Publication date: 11 July 2017

Brendan James Keegan, Jennifer Rowley and Jane Tonge

This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the…

Abstract

Purpose

This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial. As agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice.

Design/methodology/approach

A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed papers on the agency–client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes.

Findings

The paper provides an analysis of the extant knowledge base, including key themes, journals and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes.

Originality/value

This is the first systematic review of the literature on agency–client relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency–client relationships in the digital age, and increasing need to understand “marketing-as-practice”, the coherent overview offered by this paper is of particular value for guiding future research.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 2006

Vasco Eiriz and Dom Wilson

This paper aims to explore the theoretical foundations of relationship marketing from the perspective of several management‐related disciplines, and to attempt a fresh…

Abstract

Purpose

This paper aims to explore the theoretical foundations of relationship marketing from the perspective of several management‐related disciplines, and to attempt a fresh perspective that seeks to integrate these contributions.

Design/methodology/approach

Despite the recent popularity of research into relationship marketing, there is still some confusion surrounding the concept of and how it differs both from “non” relationship marketing and from other ways of managing marketing relationships. This confusion reflects, to some extent, the diverse origins of the concept and the scarcity of research into such fundamental questions as what is a relationship, and what forms of relationship are more or less suited under different circumstances to management through relationship marketing. Taking a broad approach to the subject, the paper explores and integrates these theoretical foundations.

Findings

This article finds that an integrated account can be offered for the emergence of relationship marketing as a coherent area for research. Areas of marketing research with particular relevance to the development of research into relationship issues are: supply chain management, interaction theory, database marketing, and services marketing. Future research into relationship marketing should focus on: the rationale, processes and structures involved in relationship marketing.

Originality/value

The paper encompasses and integrates the diverse theoretical origins of relationship marketing and integrates the research traditions emerging from these origins as they relate to relationship marketing. The paper then considers the implications and priorities for the future development of research and theory in relationship marketing.

Details

European Journal of Marketing, vol. 40 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

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