We hold that relationship marketing should only be adopted when it offers, or contributes to, a firm's competitive advantage?a competitive advantage that, it is hoped, proves sustainable. As a first step toward better understanding the strategic role of relationship marketing, adopting a resource-based approach, we first clarify the role that resources gained through relationships may play in marketing relationships... displayed 300 characters
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Then we isolate and discuss the various kinds of resources that might be gained through relationships. Finally, we develop five propositions for assessing the strategic worth of these resources in marketing relationships.
Article Outline
? Strategic Role of Resources in Marketing Relationships
? Efficiently Acquiring or Developing Resources That Enhance Efficiency
? Combining Basic Resources to Create Complex Resources
? Positioning Resource Advantages in Competitive Situations
? Maintaining and Protecting Resources
? Types of Resources Gained in Marketing Relationships
? Financial Resources
? Legal Resources
? Physical Resources
? Human Resources
? Organizational Resources
? Relational Resources
? Informational Resources
? Sustainability of Relationship-Based Competitive Advantages: Critical Requirements of Resources
? Efficiency/Effectiveness
? Heterogeneity
? Imperfectly Imitable
? Imperfect Substitutability
? Imperfect Mobility
? Propositions for Evaluating Shared Resources
? Financial Resources
? Legal Resources
? Physical Resources
? Human Resources
? Organizational Resources
? Relational Resources
? Informational Resources
? Conclusions
? References
Proponents of relationship marketing encourage firms to seek partners for long-term marketing relationships; for example, focusing on customer retention rather than customer capture (Kotler 1991 and Vavra)... displayed 300 characters
