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A decision model for marketing research relationship choices

A decision model for marketing research relationship choices Points out that collaborative relationships, such as partnering between service suppliers and client firms, are often seen as a strategy for improving quality and reducing costs. Yet, successful relationship building depends on situational factors that serve to nurture and sustain the relationship. Sets forth a proposed framework and develops a decision model that managers can use to improve the process for deciding whether or not to partner with research suppliers. Understanding what it takes to make a partnership effective will enable managers to avoid unproductive and costly mistakes in relationship building. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

A decision model for marketing research relationship choices

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References (27)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049610106707
Publisher site
See Article on Publisher Site

Abstract

Points out that collaborative relationships, such as partnering between service suppliers and client firms, are often seen as a strategy for improving quality and reducing costs. Yet, successful relationship building depends on situational factors that serve to nurture and sustain the relationship. Sets forth a proposed framework and develops a decision model that managers can use to improve the process for deciding whether or not to partner with research suppliers. Understanding what it takes to make a partnership effective will enable managers to avoid unproductive and costly mistakes in relationship building.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 1996

Keywords: Decision making; Market research; Models; Partnering; Relationship marketing

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