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| Tekijä: | Zineldin, M. A. |
| Otsikko: | Towards an ecological collaborative relationship management: A "co-operative" perspective |
| Lehti: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1138-1164 |
| Asiasana: | Organizations Ecology Relationship marketing Value analysis Theories |
| Kieli: | eng |
| Tiivistelmä: | The paper attempts to address how organizations are responding to the growing complexities of global business, technology, and virtual organizations. It is argued that organizations can co-operate and compete at the same time to be more effective in the marketplace utilizing a relationship perspective. This is why in this paper the concepts cooperation and effectiveness are integrated, to create the new "co-opetive" terminology. An ecological collaborative value system (CVS) has been developed. The behaviour of the system is affected by the condition of its components, and the system components are affected by environmental conditions. CVS suggests that customers, suppliers, distributors, competitors, and other organizations are equal partners in the system. It is argued that it is imperative for successful alliance and relationship btw. the collaborators to communicate and cooperate in an atmosphere of frank debate, interdependence, trust, and mutual positive expectation so that the mutual benefits and interests may be achieved. |
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