Download now Free registration required
This paper focuses on examining how industrial suppliers build, manage and utilize their reference customer relationship portfolios. The paper views customer relationships from the resource-based perspective and offers insights into how a firm's customer relationships can be leveraged as assets to build growth and competitive advantage through reference utilization. The authors suggest that for an industrial supplier operating in business markets, an important marketing capability is to systematically build, manage and utilize the firm's reference customer relationship portfolio. Several routines and tools for building, managing and utilizing reference customer relationship portfolios are identified through an explorative multiple case studies in three industrial companies.
- Format: PDF
- Size: 151.2 KB