This paper overcomes limitations evident in extant literature by examining the foundations of the relationship benefits concept and developing a theoretical model that is tested and validated. The findings indicate that salient relationship benefits evident in business-tobusiness relationships can be classified as cost, service, image and flexibility benefits, or more broadly, as strategic benefits that facilitate competitive advantage through the operationalisation of a cost leadership, differentiation or all-rounder strategy.
Conference proceeding
The configuration and function of strategic benefits
Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC)
Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) (Wellington, New Zealand, 29 November - 1 December)
2004
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Abstract
Details
- Title
- The configuration and function of strategic benefits
- Creators
- Stephen J Kelly - Southern Cross University, School of Business
- Publication Details
- Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC)
- Conference
- Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) (Wellington, New Zealand, 29 November - 1 December)
- Publisher
- School of Marketing and International Business, Victoria University of Wellington; Wellington, New Zealand
- Identifiers
- 1035; 991012821622402368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference proceeding