Inter-organizational ties and total customer solution strategic positioning from Delta model: a research about dyad supplier-client on B2B

Abstract

The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study's contribution is providing empirical support for the Delta Model.

Marketing Business-to-Business: Análise Da Produção Científica Brasileira De 2008 a 2018

“…At last, the authors that worked under the Industry Ecosystem theme were Cozer et al (2008). This theme covers business networks, regulations, ethics, global networks and supplies, and security systems.…”

“…In Marketing/ Finance Interface, onlyVieira et al (2013) had more proximity.Regarding the theme of Harnessing Technology, it was only possible to classify the study ofAmaral, Junior, Pizzinatto and Pitombo (2015). Finally, those who covered Industry Context/ Ecosystems wereCozer, Toledo, andSzafir-Goldstein (2008), andTroccoli (2010).…”

“…The flexible sample remained hegemonic in all articles analyzed, and interview scripts and inferential descriptive analysis served as the instrument and analysis technique, respectively. The analysis of content was shown as a relevant technique used in articles to evaluate the value added to the products(Battaglia et al, 2015;Silva et al, 2016b), influencers on the process of post-sale engagement(Amaral et al, 2015), and determinants of long-term relationships in the pursuit of competitive advantage(Brambilla & Dalmarco, 2014;Cozer et al, 2008).Regarding articles of a quantitative nature, there was also a predominance of cross-sectional research, except for Almeida et al (2014), whose research proposed a quasi-experiment, executed according to monthly data collections. In terms of sampling, we highlight Eberle et al (2017), the only ones to adopt a probabilistic sample by means of a random draw.…”

Effects of Total Customer Solutions Strategic Positioning on Organizational Performance in Telecommunication Industry, in Kenya

“…Another example that can be considered as an example as a horizontal breath alternative is the Brazilian online leading retailer sub-marino.com.br. This company has its site offering a large selection of products that aim at satisfying a diversified range of customer's needs, along the line of a virtual department store offering books, CDS, DVDS, house hold appliances, baby items , toiletries and healthcare products even pet shop articles and musical instruments among others (Cozer, Toledo, Goldstein ,2008).…”