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| Tekijä: | Fuller, T. Lewist, J. |
| Otsikko: | 'Relationships Mean Everything'; A Typology of Small- Business Relationship Strategies in a Reflexive Context |
| Lehti: | British Journal of Management
2002 : DEC, VOL. 13:4, p. 317-336 |
| Asiasana: | SMALL BUSINESS STRATEGY MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | This paper reports on empirical research that investigates the meaning of relationships to owner-managers of small firms, and how differences in meaning are implicated in the strategy of the firms. In-depth interviews with owner- managers yielded 36 usable transcripts. These were coded using a grounded theory approach and the narrative was analysed for differences in meaning. Five categories of orientation to relationships were grounded in the narratives with each firm appearing to have a dominant orientation both with customers and suppliers. A number of apparently common themes in the discourse on relationships, for example, trust, talk, expectations and service, were shown to be interpreted differently, consistent with the types of relationship strategy. |
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