Rituals in managing extrabusiness relationships in international project marketing: a conceptual framework

Covà, Bernard; Salle, Robert

doi:10.1016/s0969-5931(00)00026-3

Cited by 59 publications

(55 citation statements)

References 10 publications

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“…Focusing on relational processes is consistent with the service-dominant logic that argues for a shift from productcentric to process-centric thinking (Gummesson 2006;Vargo and Lusch 2004) and from transactions to relationships (Ballantyne and Varey 2006;Cova and Salle 2000;Rust 2004Rust , 2006. It implies that a solution is not just a customized bundle of products that is exchanged for a price; rather, it is an ongoing, relational process of defining, meeting, and supporting a customer's evolving needs (see Hafjikhani 1996).…”

Section: Proposed Viewsupporting

confidence: 60%

Rethinking Customer Solutions: From Product Bundles to Relational Processes

Tuli

Kohli²,

Bharadwaj

2007

Journal of Marketing

784

905

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This study draws on depth interviews with 49 managers in customer firms and 55 managers in supplier firms and on discussions with 21 managers in two focus groups to propose a new way of thinking about customer solutions. Extant literature and suppliers interviewed for this study view a solution as a customized and integrated combination of goods and services for meeting a customer's business needs. In contrast, customers view a solution as a set of customer-supplier relational processes comprising (1) customer requirements definition, (2) customization and integration of goods and/or services and (3) their deployment, and (4) postdeployment customer support, all of which are aimed at meeting customers' business needs. The relational process view can help suppliers deliver more effective solutions at profitable prices. In addition, field research suggests that the effectiveness of a solution depends not only on supplier variables but also on several customer variables. Supplier variables include contingent hierarchy, documentation emphasis, incentive externality, customer interactor stability, and process articulation. Customer variables include adaptiveness to supplier offerings and political and operational counseling that a customer provides to a supplier. Several of these variables underscore the importance of suppliers developing social capital with customers. The authors discuss implications for solution suppliers and identify areas for further research.

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Section: Proposed Viewsupporting

confidence: 60%

Rethinking Customer Solutions: From Product Bundles to Relational Processes

Tuli

Kohli²,

Bharadwaj

2007

Journal of Marketing

784

905

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“…Then the marriage begins." Within the industrial-marketing literature, researchers have equally started to consider the emotional bonding or deep relationship within business-to-business settings (Kothandaraman & Wilson, 2000) expressed in a "wish to forge a lasting relationship based on trust rather than to depend on the market and on opportunism" (Cova & Salle, 2000;p. 670).…”

Section: Assessing the Heuristic Valuementioning

confidence: 99%

Metaphor as a method in the domain of marketing

Cornelissen

2003

Psychology and Marketing

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Prior research has laid the groundwork for a discussion of the role of metaphor in marketing, but has fallen short of offering a clear-cut method for guiding and evaluating its use. This article outlines such a method, and illustrates its use through extended discussions of the heuristic status of corporate identity and relationship marketing as metaphors for the generation of knowledge about the subjects that both supposedly illuminate. Implications of this methodology of metaphor for marketing research are outlined. ᭧ 2003 Wiley Periodicals, Inc.This article reviews the role and uses of metaphor as a qualitative research technique, and suggests a method for using it effectively in marketing. The issue in question is the place of metaphors in marketing research, and their significance in aiding the understanding of the field of marketing. It is argued that in drawing implications grounded in perceived analogies of structure between two subjects belonging to different domains, a metaphor always implies a statement of similarity as well as a hypothesis of comparison between disparate concepts. Recognizing this and assessing metaphors in the marketing field upon both aspects reveals whether particular metaphors have a heuristic value and provide insight into the subjects that they supposedly illuminate. To illustrate such an assessment and, by implication, the need for a controlled, conscious, and directed use of metaphors in marketing, the article reviews the heuristic status and use of the corporate identity and relationship marketing metaphors. Both the corporate identity and re-

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“…Business relationships are found to be influenced by cultural orientations (Williams et al, 1998), which can determine the social and emotional superstructure of business relationships (Cova and Salle, 2000). The Saudi Arabian culture is described as one of the ancient cultures (Gronroos, 1994), in that relationships are essential to commercial exchanges.…”

Section: Introductionmentioning

confidence: 99%

The formation of trust and commitment in business relationships in the Middle East: Understanding Et-Moone relationships

Abosag

Lee

2013

International Business Review

115

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Abstract:In recent years, different forms of relationships that are culturally bond have emerged such as; "Guanxi' in China (Yau, Lee, Chow, Sing, and Tse, 2000; Lou, 2007;Liu, Li, Tao and Wang, 2008), "Blat' in Russia (Michailova and Worm, 2003) and "Boon Koon' in Thailand (Pimpa, 2008). While these special forms of relationships are culturally bond, studies have also suggested that the development of a business relationship is directly linked to the development of trust and commitment (Wilson, 1995). Considering that these forms are culturally bond, studies from the Middle East on the formation of trust and commitment within relationship development are largely absent. We argue that understanding the dynamic formation of trust and commitment will help to better understand Et-Moone business relationships within the specific cultural context of the Middle East. Thus, this study combines the insights from the theory of life-cycle (Ford, 1980;Dwyer et al., 1987) and the theory of trust and commitment by Morgan and Hunt (1994) to understand business relationships in the Middle East. Based on qualitative research using a longitudinal approach and 33 semi-structured in-depth interviews conducted in 2003, this study finds the relationship between trust and commitment to be far more dynamic and changeable as the relationship evolves. Also, it finds that trust and commitment are major factors in establishing Et-Moone relationships.

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Rituals in managing extrabusiness relationships in international project marketing: a conceptual framework

Cited by 59 publications

References 10 publications

Rethinking Customer Solutions: From Product Bundles to Relational Processes

Rethinking Customer Solutions: From Product Bundles to Relational Processes

Metaphor as a method in the domain of marketing

The formation of trust and commitment in business relationships in the Middle East: Understanding Et-Moone relationships

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