Leveraging Relationships to Get Ready for Change

Paula Jarzabkowski, Michael Smets and Paul Spee

Chapter 9 in Ready for Change?, 2012, pp 165-184 from Palgrave Macmillan

Abstract: Abstract At its most fundamental, businesses are built by establishing relationships with customers. Such relationships enable you to capture more of their patronage by better evaluating and servicing their needs. High-volume industries with fragmented customers, such as supermarkets and other retailers of fast-moving consumer goods can use rich purchasing data points and information technology to develop customer relationship management systems based on mass customization. They need little actual contact with consumers to understand their needs and buying patterns, to better understand how to secure more of what they spend. Much has been written about these industries, and about how they can capture value through advanced customer relationship management systems.

Keywords: Personal Relationship; Business Partner; Mass Customization; Business Relationship; Institutional Trust (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-00840-4_10

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DOI: 10.1057/9781137008404_10

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