Abstract
It is not uncommon for gaps to arise between actual performance and expectations during the initiation and management of customer/supplier relationships. Management expectations regarding the performance of such relationships are founded on imperfect knowledge and as such inherent problems can arise as a matter of course as the relationship unfolds. Customer/supplier relationships are subsequently subjected to both structural and behavioural problems as a result of evolving marketing stimuli, complex psychodynamics, altering self conceptualisation, competing cultural dichotomies and changes in general marketing environment (Mehr,2004). Ultimately this environmental volatility can result in behaviours that intervene in and undermine the overall effectiveness of the relationship. In this paper we develop a conceptual framework for managing customer/supplier relationships and investigate a range of intervention strategy approaches.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2006 Abstracts & programme |
| Subtitle of host publication | Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance |
| Place of Publication | Brisbane, Qld |
| Publisher | Queensland University of Technology |
| Number of pages | 9 |
| ISBN (Print) | 1741091399 |
| Publication status | Published - 2006 |
| Event | Australian and New Zealand Marketing Academy Conference (2006) - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2006) |
|---|---|
| City | Brisbane |
| Period | 4/12/06 → 6/12/06 |