The value added by specific investments: a framework for managing relationships in the context of value networks

Michael Kleinaltenkamp, Michael Ehret

Resultado de pesquisarevisão de pares

34 Citações (Scopus)

Resumo

Purpose Economic theories applied to the study of buyer-seller relationships draw to a large extent on the problems caused by specific investments. This contribution aims to develop a new perspective on specific investments that accounts for their value-adding character and also to present a transaction-centred definition of customer relationships. Design/methodology/approach The contribution draws on a comparative review on literature on business networks and economic theories focused on industrial buying behaviour. Findings Provides a transaction-related definition of customer relationships in order to distinguish between different kinds of relationships and provides a framework to how relationship management is able to enhance marketing activities. Practical implications Specific investments are a powerful tool for differentiating the market offerings of a company. One central implication is for managers to realise on which stage of the market arena such differentiation is likely to be successful: transaction, relationship, segment or value network. This is the starting-point for investing in a relationship portfolio conducive for the value generation of the company. Originality/value The paper shows that the value potential generated by specific investments is not fulfilled in the realms of present marketing literature. Also it is the first contribution to present a framework capable of treating phenomena of customer relationship management, relationship marketing and network marketing on the same footing, while still respecting the original motivations of those approaches.

Idioma originalEnglish
Páginas (de-até)65-71
Número de páginas7
RevistaJournal of Business & Industrial Marketing
Volume21
Número de emissão2
DOIs
Estado da publicaçãoPublicado - 1 fev. 2006
Publicado externamenteSim

Impressão digital

Mergulhe nos tópicos de investigação de “The value added by specific investments: a framework for managing relationships in the context of value networks“. Em conjunto formam uma impressão digital única.

Citação