Relationship Marketing and Value Creation in a Business-to- Business Context: A Perspective of the Malaysian Retail Channel
Teng, Huey Jong (2010) Relationship Marketing and Value Creation in a Business-to- Business Context: A Perspective of the Malaysian Retail Channel. [Dissertation (University of Nottingham only)] (Unpublished)
This study is about developing an effective marketing strategy for the trade development department in building a long-term relationship with their retail channel. Building on the theories of relationship marketing (RM) and empirical studies across other discipline such as business-tobusiness (B2B) marketing and organizational buying behavior, this study seeks to deepen the understanding of how effective management of a B2B relationship can gain competitive advantage for the manufacturers through value creation with their intermediaries, i.e. the retailers. Also, how RM can take on a broader and more strategic role for FMCGs when it comes to managing the relationship with trade partners. The approach taken is through discovering elements that are of high perceived value by the retail trade and their influence on relationship commitment and subsequently the behavioral intentions of the retailers. This allows the manufacturer to decide on effective resource allocation in building and maintaining a mutually beneficial partnership.
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