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| Author: | Srivastava, V. Singh, T. |
| Title: | Value creation through relationship closeness |
| Journal: | Journal of Strategic Marketing
2010 : FEB, VOL. 18:1, p. 3-17 |
| Index terms: | relationship marketing customer relations networks supply chain models |
| Language: | eng |
| Abstract: | Dynamic networks or chains of interconnected players are created through globalization and technological innovation. These networks are often known as value delivery networks (here as: v-d-net/s) or supply chains. This idea of value creation and exchange is the base of relationship marketing. A literature review is performed to study and understand the creation of value through relationship closeness in a v-d-net, especially at the backward end. A framework is further developed with the help of Interpretive Structural Modeling (ISM). The paper uses this methodology to understand the aforementioned phenomenon using identified variables in a structured manner. |
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