Developing a conceptual framework for integrating internal market orientation and the Global Assessment of Relational Functioning (GARF)

David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This paper examines a conceptual model analysing the functional and business performance of customer/supplier relationships and business partnerships using an internal marketing orientation. Market orientation theory to date uses an external focus when, in fact, it may also need to consider the internal marketing process within the firm that is the catalyst for an external market orientation. In this context ‘internal market orientation’ is suggested as an enabler in the pursuit of business success, as it sets the landscape in which the firm’s employees and customers operate. Further, this paper suggests that the GARF (Global Assessment of Relational Functioning) Scale used in the field of Psychiatry can be adapted as a technique for assessing the relational functioning of a business customer/supplier relationship or partnership. We proposes that the adapted business-to-business GARF Scale can be used by the partners of a business partnership or customer/suppler relationship to assess the degree of functionality in that relationship.
Original languageEnglish
Title of host publicationAustralia and New Zealand Marketing Academy Conference 2008
Subtitle of host publicationmarketing : shifting the focus from mainstream to offbeat
EditorsDaniela Spanjaard, Sara Denize, Neeru Sharma
Place of PublicationSydney
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Print)1863081445
Publication statusPublished - 2008
EventAustralian and New Zealand Marketing Academy Conference (2008) - Sydney
Duration: 1 Dec 20083 Dec 2008

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2008)
CitySydney
Period1/12/083/12/08

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