Building relationships

January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p4
The article reports that developing close relationships with customers and other trading partners offers unique opportunities to create superior value and gain competitive advantage. However, the author reveals, the practical barriers to developing such relationships are often considerable, and evidence shows that corporations often fail in their efforts. Particular attention is given to authors Kenneth Wathne and Jan Heide's examination on how businesses use deliberate partner selection or qualification and incentives to support relationship investments, and what effect those relationship investments have on both the potential for partner exploitation and the cost of managing the relationship.


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