Paper info: From Depicting Dyads to Picturing Network: The Key "Actor Gets Actor" Relationship Function
Title
From Depicting Dyads to Picturing Network: The Key "Actor Gets Actor" Relationship Function
Authors
Annalisa Tunisini
Catholic University
Italy
Chiara Cantu
Catholic University
Italy
Renato Fiocca
Catholic University
Italy
Place of Publication
The paper was published at the 27th IMP-conference in Glasgow, Scotland in 2011.
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Abstract
Abstract
Increasing attention has been recognized to the value generated by business relationships. Even if most of the research focused its attention on the customer’s perspective of value, only recently research on business markets seems to shift its focus from a customer’s perspective to a supplier’s one. The key questions can be in this way synthesized: what value customers can generate from a suppliers’ point of views? Moreover, what are the drivers of this value? What are the features of key customers?
The paper investigates these research questions analysing, in a case study, the approach adopted by an Italian firm to identify its customer relationships and its relationships portfolio management approach. The results underline that the most of the value generated by key customers resides in the new market interconnections they generate.
Key words: relationship value, relationship function, value, dyads and network.
Increasing attention has been recognized to the value generated by business relationships. Even if most of the research focused its attention on the customer’s perspective of value, only recently research on business markets seems to shift its focus from a customer’s perspective to a supplier’s one. The key questions can be in this way synthesized: what value customers can generate from a suppliers’ point of views? Moreover, what are the drivers of this value? What are the features of key customers?
The paper investigates these research questions analysing, in a case study, the approach adopted by an Italian firm to identify its customer relationships and its relationships portfolio management approach. The results underline that the most of the value generated by key customers resides in the new market interconnections they generate.
Key words: relationship value, relationship function, value, dyads and network.