Paper info: What relationships are truly worth: Initial Steps in developing a new metric for firms based on their relationship quality.
What relationships are truly worth: Initial Steps in developing a new metric for firms based on their relationship quality.
Curtin University of Technology Western Australia
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
A firm's performance, competitive position and future potential are all determined by a wide range of tangible and intangible elements. Much attention has been paid to the tangible and physical assets of firms, whilst far less attention has been paid to some of the intangible elements. This paper proposes the need for a new marketing metric based on relationships, this paper extends the recent work of Lages et al (2007) and integrates this with the IMP work and the network perspective. Existing literature is reviewed and a framework proposed suggesting the component variables of such a metric.