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Mutual Value in Business Relationships

Mutual Value in Business Relationships

Rita de Cássia Pereira, Carlo Gabriel Porto Bellini, Fernando Bins Luce
Copyright: © 2008 |Pages: 11
ISBN13: 9781599048857|ISBN10: 159904885X|EISBN13: 9781599048864
DOI: 10.4018/978-1-59904-885-7.ch128
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MLA

Cássia Pereira, Rita de, et al. "Mutual Value in Business Relationships." Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, IGI Global, 2008, pp. 971-981. https://doi.org/10.4018/978-1-59904-885-7.ch128

APA

Cássia Pereira, R. D., Porto Bellini, C. G., & Luce, F. B. (2008). Mutual Value in Business Relationships. In G. Putnik & M. Cruz-Cunha (Eds.), Encyclopedia of Networked and Virtual Organizations (pp. 971-981). IGI Global. https://doi.org/10.4018/978-1-59904-885-7.ch128

Chicago

Cássia Pereira, Rita de, Carlo Gabriel Porto Bellini, and Fernando Bins Luce. "Mutual Value in Business Relationships." In Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, 971-981. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-885-7.ch128

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Abstract

Relationship marketing evolves both in quantity and quality, as we can tell from the continuous incorporation of new constructs, models and technologies, the myriad of applications in different contexts, and the interaction with other marketing and management areas. Concepts and processes in relationship marketing continue to mature significantly with the help of developments made in other research fronts. In this sense, the concept of value as communicated by authors in the field (e.g., Hogan, 2001; Möller & Törrönen, 2003) brought light to the problem of relationship assessment, if we agree that value creation is critical for companies working together in a business relationship (Walter et al., 2001); thus, value creation must be the starting point for companies and customers to assess their relationships.

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