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STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS

Year 2004, Volume: 6 Issue: 22, 221 - 227, 10.06.2004
https://doi.org/10.14783/maruoneri.678802

Abstract

The aim of this paper is to show the importance of relationship marketing in business-to-business contexts and present a “Model of Relationship Management Variables in B2B Environments”. First, the article gives an explanation of the paradigm shift in today’s marketing understanding vis-a-vis the traditional transaction-oriented view of marketing. Further, the article looks into business-to-business applications of relationship marketing, gives a definiüon of strategic alliances, which are examples of interfirm relationships and presents relationship variables affecting every single phase of an alliance. The article ends with the explanation of a “Relationship Net”, in which the strategic alliance does not only cover two partners but a whole set of partners along the value chain.

References

  • [1] GRONROOS, CHRISTIAN, “From Marketing Mix to Relationship Marketing: Towards a New Paradigm Shift in Marketing”, Management Decision, Vol. 32, No. 2, 1994, P. 4-20.
  • [2] AIJO TOIVO S. “The Theoretical and Philosophical Underpinnings of Relationship Marketing - Environmental Factors Behind the Changing Marketing Paradigm”, European Journal of Marketing, Vol. 30, No 2, 1996, P. 8-18.
  • [3] ŞAHİN, AYŞE/DEMİR, HULUSİ M„ “İşletmeler Arası Pazarlaması ile Modern Pazarlama Yöntemleri arasında Bağıntılar”, Journal of Faculty of Business, Vol. 2, No. 1, 2001, P 21 -33
  • [4] SHETH, JAGDISH N./ATUL PARVATİYAR, “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, 1995, P 397- 418
  • [5] PARVATİYAR, ATUL/ JAGDISH N. SHETH, “The Domain and Conceptual Foundations of Relationship Marketing” in Handbook of Relationship Marketing (eds.), Sage Publications, Thousand Oaks, CA, 1999
  • [6] MORGAN ROBERT M., “Relationship Marketing and Marketing Strategy - The Evolution of Relationship Marketing Strategy within the Organization”, in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 481 -504
  • [7] VARADARAJAN, RAJAN P./CUNNINGHAM MARGARET H., “Strategic Alliances - A Synthesis of Conceptual Foundations”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, P 282-296
  • [8] SHETH, JAGDIH N./ATUL PARVATİYAR, “Toward a Theory of Business Alliance Formation”, Scandinavian International Business Review, Vol. 1, No. 3, 1992, P. 71 - 87
  • [9] CRAVENS DAVID W ./KAREN S. CRAVENS, “Horizontal Alliances for Relationship Marketing” in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 431 - 456
Year 2004, Volume: 6 Issue: 22, 221 - 227, 10.06.2004
https://doi.org/10.14783/maruoneri.678802

Abstract

References

  • [1] GRONROOS, CHRISTIAN, “From Marketing Mix to Relationship Marketing: Towards a New Paradigm Shift in Marketing”, Management Decision, Vol. 32, No. 2, 1994, P. 4-20.
  • [2] AIJO TOIVO S. “The Theoretical and Philosophical Underpinnings of Relationship Marketing - Environmental Factors Behind the Changing Marketing Paradigm”, European Journal of Marketing, Vol. 30, No 2, 1996, P. 8-18.
  • [3] ŞAHİN, AYŞE/DEMİR, HULUSİ M„ “İşletmeler Arası Pazarlaması ile Modern Pazarlama Yöntemleri arasında Bağıntılar”, Journal of Faculty of Business, Vol. 2, No. 1, 2001, P 21 -33
  • [4] SHETH, JAGDISH N./ATUL PARVATİYAR, “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, 1995, P 397- 418
  • [5] PARVATİYAR, ATUL/ JAGDISH N. SHETH, “The Domain and Conceptual Foundations of Relationship Marketing” in Handbook of Relationship Marketing (eds.), Sage Publications, Thousand Oaks, CA, 1999
  • [6] MORGAN ROBERT M., “Relationship Marketing and Marketing Strategy - The Evolution of Relationship Marketing Strategy within the Organization”, in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 481 -504
  • [7] VARADARAJAN, RAJAN P./CUNNINGHAM MARGARET H., “Strategic Alliances - A Synthesis of Conceptual Foundations”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, P 282-296
  • [8] SHETH, JAGDIH N./ATUL PARVATİYAR, “Toward a Theory of Business Alliance Formation”, Scandinavian International Business Review, Vol. 1, No. 3, 1992, P. 71 - 87
  • [9] CRAVENS DAVID W ./KAREN S. CRAVENS, “Horizontal Alliances for Relationship Marketing” in Sheth J.N./Parvatiyar A. (eds.): Handbook of Relationship Marketing, 2000, Thousand Oaks P. 431 - 456
There are 9 citations in total.

Details

Primary Language English
Journal Section Eski Sayılar
Authors

Dilek Zamantılı Nayır This is me

Publication Date June 10, 2004
Published in Issue Year 2004 Volume: 6 Issue: 22

Cite

APA Nayır, D. Z. (2004). STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS. Öneri Dergisi, 6(22), 221-227. https://doi.org/10.14783/maruoneri.678802

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

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