Relationship Use and Market Dynamism

A Model of Relationship Evolution

Adam Lindgreen, Michael Beverland

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Evidence for the success of relationship marketing remains contradictory, with practitioners reporting that most relationship marketing efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of relationship marketing are needed. A number of researchers have identified changes in the competitive environment as the basis for the adoption of relationship marketing, although recent research suggests a more complex, contingent view. Drawing upon longitudinal case studies from the New Zealand wine industry, this article names a number of contextual conditions that influence the development and evolution of relationship strategies. The findings identify changes in the form and intensity of relationships. The source of these changes is identified. Based on this analysis, four marketing 'gestalts' are identified. The evolution of each gestalt is then explained, with the approaches used by firms to navigate from one gestalt to another described.
OriginalsprogEngelsk
TidsskriftJournal of Marketing Management
Vol/bind20
Udgave nummer7-8
Sider (fra-til)825-858
ISSN0267-257X
DOI
StatusUdgivet - 2004
Udgivet eksterntJa

Citer dette

@article{4949b3a5fd474200ad8a7fe0126b1dfa,
title = "Relationship Use and Market Dynamism: A Model of Relationship Evolution",
abstract = "Evidence for the success of relationship marketing remains contradictory, with practitioners reporting that most relationship marketing efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of relationship marketing are needed. A number of researchers have identified changes in the competitive environment as the basis for the adoption of relationship marketing, although recent research suggests a more complex, contingent view. Drawing upon longitudinal case studies from the New Zealand wine industry, this article names a number of contextual conditions that influence the development and evolution of relationship strategies. The findings identify changes in the form and intensity of relationships. The source of these changes is identified. Based on this analysis, four marketing 'gestalts' are identified. The evolution of each gestalt is then explained, with the approaches used by firms to navigate from one gestalt to another described.",
author = "Adam Lindgreen and Michael Beverland",
year = "2004",
doi = "10.1362/0267257041838818",
language = "English",
volume = "20",
pages = "825--858",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "7-8",

}

Relationship Use and Market Dynamism : A Model of Relationship Evolution. / Lindgreen, Adam; Beverland, Michael.

I: Journal of Marketing Management, Bind 20, Nr. 7-8, 2004, s. 825-858.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Relationship Use and Market Dynamism

T2 - A Model of Relationship Evolution

AU - Lindgreen, Adam

AU - Beverland, Michael

PY - 2004

Y1 - 2004

N2 - Evidence for the success of relationship marketing remains contradictory, with practitioners reporting that most relationship marketing efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of relationship marketing are needed. A number of researchers have identified changes in the competitive environment as the basis for the adoption of relationship marketing, although recent research suggests a more complex, contingent view. Drawing upon longitudinal case studies from the New Zealand wine industry, this article names a number of contextual conditions that influence the development and evolution of relationship strategies. The findings identify changes in the form and intensity of relationships. The source of these changes is identified. Based on this analysis, four marketing 'gestalts' are identified. The evolution of each gestalt is then explained, with the approaches used by firms to navigate from one gestalt to another described.

AB - Evidence for the success of relationship marketing remains contradictory, with practitioners reporting that most relationship marketing efforts fail, and academic researchers suggesting that further exploration of the boundary conditions of relationship marketing are needed. A number of researchers have identified changes in the competitive environment as the basis for the adoption of relationship marketing, although recent research suggests a more complex, contingent view. Drawing upon longitudinal case studies from the New Zealand wine industry, this article names a number of contextual conditions that influence the development and evolution of relationship strategies. The findings identify changes in the form and intensity of relationships. The source of these changes is identified. Based on this analysis, four marketing 'gestalts' are identified. The evolution of each gestalt is then explained, with the approaches used by firms to navigate from one gestalt to another described.

UR - http://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=110978979264272

U2 - 10.1362/0267257041838818

DO - 10.1362/0267257041838818

M3 - Journal article

VL - 20

SP - 825

EP - 858

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 7-8

ER -