Relationship Marketing as a Foundation for Strategic Partnership
-
Drago Dubrovski [1]
-
[1] Faculty of Management in Koper, Slovenia
-
- Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 55-70
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
-
Resumen
Globalisation has intensified competition to such an extent that the corporations, merely with one's own resources, cannot achieve acceptable success any longer. The concept of growth can be founded on the go-it-alone path, where frequent obstacles are present in regard to sources of assets, on growth by transactional and aquity alliances (adding new capacities, programmes, sources of assets, etc.), and on growth by integration and diversification (take-overs of programmes, suppliers, clients and marketing channels). Gaining developmental possibilities through a strategic business partnership and equity mergers, acquisitions and take-overs can, therefore, represent a more rapid, often also less expensive and less demanding developmental path in comparison with constructing one's own capabilities (organic growth), since today the rapidity is of essential significance for success in an intensively competing environment. The concept of relationship marketing plays an important role in understanding the strategic partnerships.
