| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | |
| Número de sistema: | 000552823 |
| ISSN: | 1807-7692 |
| Autores: | Claro, Danny Pimentel1 Claro, Priscila Borin de Oliveira2 Zylbersztajn, Decio3 |
| Instituciones: | 1Instituto Brasileiro de Mercado de Capitais, Sao Paulo. Brasil 2Universidade Federal de Lavras, Departamento de Administração e Economia, Lavras, Minas Gerais. Brasil 3Universidade de Sao Paulo, Faculdade de Economia Administração e Contabilidade, Sao Paulo. Brasil |
| Año: | 2005 |
| Periodo: | Jul-Dic |
| Volumen: | 2 |
| Número: | 2 |
| Paginación: | 17-34 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Resumen en inglés | Relationship marketing is essential for success in business. The need to understand better the differences in the strategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives on inter-firm governance and networks to develop a theoretical framework to understand the success of long-term relationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers of theirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take the "hard", tangible strategy using transaction specific investments and fostering joint action, the successful suppliers take the "soft", social approach by emphasizing trust and the norm of flexibility in the relationship. |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Dirección y control, Acción conjunta, Confianza, Estrategias de marketing relacional, Información, Inversiones específicas de transacción, Redes empresariales |
| Keyword: | Business networks, Information, Joint action, Trust, Relationship marketing strategy, Transaction specific investments, Management |
| Texto completo: | Texto completo (Ver HTML) Texto completo (Ver PDF) |
