Competing through relationships: grounding relationship marketing in resource-advantage theory

Article Abstract:

It is suggested that the 'resource advantage' theory of competition is favoured over the perfect competition theory as a basis for the 'co-operate-to-compete' thesis of relationship marketing. The 'resource-advantage theory of competition' (R-A theory) is analysed in detail and it is concluded that indentification of the R-A theory as a good foundation for competition theory is not exclusive and that greater explanation and analysis of rival structures is required.

Competition (Economics)

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"Relationship Marketing" and the "Markets-as-Networks Approach" - A comparative analysis of two evolving streams of research

Article Abstract:

The 'Markets-as-Networks-Approach' (NW) to marketing emerged in the late 1970s by European marketing scholars. The concept is based on relationships between suppliers and customers. Similarly, the 'Relationship Marketing' (RW) concept has attracted increasing attention throughout the 1990s. The lack of overlap between the two concepts is questioned, along with an analysis of both concepts and their role in the marketing mix.

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Marrying service providers and their clients: a relationship approach to services management

Article Abstract:

The success of the relationship between service provider and customer can be forecast by the level of commitment recognised. Commitment incorporates several key components, such as service value, access to other service providers and the investments made by the participants, which are singularly of lesser concern to managers than commitment as a complete tool in the management of client relationships.

Customer service

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