Conceptual approaches to behavioural intervention strategies in a customer/supplier relationship marketing context

David M. Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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 languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology
Number of pages9
ISBN (Print)1741091399
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2006)
CityBrisbane
Period4/12/066/12/06

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