Paper info: RELATIONSHIP-ORIENTATION AS SELF-DELUSION AND MONEY-ILLUSION
RELATIONSHIP-ORIENTATION AS SELF-DELUSION AND MONEY-ILLUSION
Niels Jørgensen andPer Freytag
University of Southern Denmark
Place of Publication
The paper was published at the 16th IMP-conference in Bath, U.K in 2000.
Relationship-orientation is a modern concept, and many companies perceivethemselves as relationship-oriented. This paper analyses, if there is action behind thewords, and if relationship-oriented companies obtain better results than othercompanies. After discussing relationship-orientation vs. transaction orientation thepaper analyses two groups of companies ? a relationship-oriented group and atransaction oriented group. From this analysis it appears that the companies, havingdescribed themselves as relationship-oriented, are only so in relation to the customers.The supplier relationships do not differ significantly. Thus, the relationshiporientationis to some extent a self-delusion. As regards the results the analysis doesnot form a clear picture, even though the relationship-oriented companies managebetter on some variables than the transaction-oriented companies. The results of theanalysis are subsequently placed in a company strategic context.