Marqueting Relacionalla llave de una gestión adecuada de la función de aprovisionamiento en el contexto PYME
- Cambra-Fierro, Jesús
- Polo Redondo, Yolanda
ISSN: 1989-1725
Year of publication: 2010
Volume: 1
Issue: 3
Pages: 59-85
Type: Article
More publications in: Revista Internacional de la Pequeña y Mediana Empresa
Abstract
In the current B2B context firms need to identify, analyze and select adequate suppliers. Tha aim is the establishment and development of lon-term relationships. This topic is of interest because managers can not understand the firm's success based only on profitable relationship with customers. However, literature idetifies a gap respect researches considering the SME context. This article, taking as reference the relationship marketing literature, analyzes the long-term orientation of firms-suppliers relationships in the SME context. We analyze aspects related with cooperation, comunication,previous trust, proven trust, adaptation to expectatives, satisfaction and commitment. We also value and discuss the main implications for management of results.