By Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger
Relationship administration, key account administration and buyer orientation are strategies that experience develop into significant to fashionable administration. This booklet is devoted to illustrating and reflecting those innovations and their corresponding tools and tools intensive. it's thereby involved in the business-to-business realm and both applies to conventional business markets in addition to to business-to-business providers. Contributions comprise cutting-edge examine effects which are conveyed in a understandable style to be utilized in either government schooling in addition to in practice.
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Additional resources for Business Relationship Management and Marketing: Mastering Business Markets
Which factors cause business relationship partners to commit to each other? 2. Which behavioral effects and intentions emanate from the commitment to a business relationship? 2 Theoretical Perspectives of Business Relationships: Explanation and. . 29 The answers to these questions and the conclusions drawn from them—particularly in regard to the constellation of business relationship management—can be very different, depending on the theoretical focus chosen. 2 Behavioral Approaches Articles related to the behavior science of business relationship research focus particularly on the effects that occur at the level of single individuals.
It can just as well have resulted from earlier transaction and experiences with the partner—more or less as a by-product. The phenomenon of specificity in combination with the problem of opportunism is thus essentially responsible for the safeguarding of resources having become such an important management task for many transactions. Since protecting from the risk of specificity on the market would lead to such high transaction costs, the transaction costs theory’s standard solution to this problem is vertical integration.
2 Behavioral Approaches Articles related to the behavior science of business relationship research focus particularly on the effects that occur at the level of single individuals. They deal with the occurrence of commitments as well as with the resulting effects on repurchase behavior and certain behavioral intentions of individuals. The fundamental pattern of behavioral explanatory approaches is shown in Fig. 1. The illustration indicates that single measures to promote customer loyalty to a supplier stimulate emotion, motivation and even the attitude of the individual and influence the person’s inner psychological processes.