Strategies of Business Relationship Management

Ingmar Geiger ()
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Ingmar Geiger: Freie Universität Berlin

Chapter 5 in Business Relationship Management and Marketing, 2015, pp 109-152 from Springer

Abstract: Abstract This chapter sheds light on the strategic facets of business relationship management and marketing. Strategic decisions with regard to business relationships are often located somewhere in between pure competitive and pure marketing strategy decisions. They can be distinguished according to a time- and a competitive space dimension. Regarding time, strategic decision-making in business relationship management differs according to the phase of the relationship. Roughly, three different situations can be envisioned: Entering into a new relationship, defending an existing relationship or terminating an existing relationship. In consequence, out-supplier marketing, in-supplier marketing, or exit management come into the focus of business relationship management. Concerning the competitive space of a business relationship, we focus on the corporate network and two of its specific characteristics. Sometimes, handling parallel business relationships with competing customers demands extra attention. At other instances, employing one’s corporate network to create extra value for customers in a business relationship is an important strategic consideration.

Keywords: Competitive Advantage; Switching Cost; Potential Customer; Business Relationship; Customer Behavior (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_5

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DOI: 10.1007/978-3-662-43856-5_5

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