سال انتشار: ۱۳۸۷

محل انتشار: سومین کنفرانس بین المللی مدیریت بازاریابی

تعداد صفحات: ۸

نویسنده(ها):

Ghasem Zaefarian, – PhD Candidate in Marketing, Manchester Business School, University of Manchester
Peter Naude, – Professor of Marketing, Manchester Business School, University of Manchester

چکیده:

This research aims to develop an understanding of how a firm’s position in the marketplace is dependent upon its Relationship Management Strategy, the completeness of its Offerings to the marketplace, and it’s Strategic Type. By employing configuration theory and concept of fit, this research aims to investigate the relationship between strategy type, offerings and organizational relationships as three independent constructs and the success of the firm’s repositioning as a dependent variable