Developing Collaboratively Competitive Inter-Firm Business Relationships

Topics:
Efficiency,
Organization
Tags:
Branding,
Marketing,
Positioning,
Relationship Management,
University Of Manchester
Source:
University of Manchester

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Overview: The purpose of this white paper is to provide a summary of the research on relationship management and to suggest a methodology for practitioners to enable them to understand and manage their complex inter- and intra-firm relationships. The paper begins by giving a brief historical context of relationship theory. It then introduces a model that characterises relationships as processes which should focus at the level of the product or service. The paper draws together several models including a relationship positioning approach, product/service positioning and strategic product positioning matrix to provide an overall methodology for relationship management. The paper concludes with implications for managers and offers some suggestions for the future developments of relationship management strategies.

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Format: PDF | Size: 440KB | Date: Sep 2006 | Pages: 27

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