Interfirm Marketing Relationships (Relationships, Interactions, and Value)

Author: Chen Yingyi
Publisher:
Publish Date: 2006-07-01
Features: The research topic of interfirm marketing relationships combines two marketing fields: industrial marketing and relationship marketing. Relationship marketing has attracted the research interest of numerous scholars since the 1990s, with diverse schools of thought emerging. Domestic marketing scholars have focused relatively more on the relationship between businesses and consumers (or have not distinguished between consumer customers and business customers), while scholars who specifically explore relationship phenomena in industrial markets from a marketing perspective are relatively rare. From a business practice perspective, the continuous emergence of interfirm cooperation in today's business world suggests that relationship marketing will undoubtedly develop and be applied in this field. As for industrial marketing, although it flourished in the 1970s in the West, it has never escaped the marketing mix framework established in the consumer market. If there is any difference between it and consumer marketing, it is that it includes more discussion of organizational buying behavior. Existing industrial marketing textbooks struggle to provide new insights and perspectives on industrial markets, so the analysis of interfirm marketing relationships in this book offers a fresh perspective. In this book, Dr. Chen Yingyi, drawing extensively on domestic and international research, conducts a series of bold theoretical innovations around the cooperative bilateral exchange relationship between suppliers and customers in the industrial marketing field, known as interfirm marketing relationships, as the main research thread. The author takes interaction as the starting point for analyzing the nature and characteristics of relationships. Through a meticulous analysis of relevant literature and a combination of inductive and deductive research methods, he logically proposes the "Pendulum Theory" model of interaction. Then, using this model as a tool, he creatively defines and analyzes the professional and social interactions in marketing relationships, providing a deeper understanding of the intrinsic characteristics and mechanisms of interfirm marketing relationships. However, the author does not stop there. He fully utilizes empirical research results on relationship variables from the literature to provide a more comprehensive characterization and more persuasive explanation of the relationship mechanisms in interfirm marketing relationships in the form of the KMV framework.