Relationship Marketing and Collaborative Networks in Service Organizations
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 December 1994
Abstract
The development of collaborative network structures is an increasingly significant issue in the services industry. These interorganizational relationships are formed to gain flexibility, obtain needed skills and resources, and achieve operating efficiencies. Evaluates processes of network formation and compares them with the emerging relationship marketing paradigm, in the search for greater insight into an important but little understood phenomenon. Proposes a novel network classification scheme that identifies hollow, flexible, value‐added and virtual networks, leading to discussion of the need to extend the knowledge base concerning networks and the significance of the relationship marketing model to achieving research and managerial goals in this area.
Keywords
Citation
Cravens, D.W. and Piercy, N.F. (1994), "Relationship Marketing and Collaborative Networks in Service Organizations", International Journal of Service Industry Management, Vol. 5 No. 5, pp. 39-53. https://doi.org/10.1108/09564239410074376
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited