Implementing A Relational Capability Framework Through An SME Network

The purpose of this paper is to report the findings of a study designed to implement six relational capabilities in an SME network. The six dimensions are defined through the application of the Actor-Activity-Resource (AAR) network model. The empirical research entailed an intervention case study approach to action the relational capability components to assess theory fit to practice. Findings suggest that although the SME participants engage in relationship marketing, prior to this study they did not realise the importance of their relationships, manage them or view them in terms of knowledge acquisition.