Relationships Between Businesses and Marketing Research Firms: Impact of Partnering on Performance

Nowak, L I and Boughton, P D and Pereira, A (1997) Relationships Between Businesses and Marketing Research Firms: Impact of Partnering on Performance. Industrial Marketing Management, 26 (6). 487 - 495.

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Abstract

Many firms are turning from discrete, arms-length, adversarial exchanges with a multitude of marketing research suppliers toward long-term, collaborative relationships with a smaller number of partners. Advocates of partnering believe that it is a way to reduce total costs and improve quality, while dissenting firms believe partnering can breed complacency. This article presents the results of a study that examines performance outcomes (product quality, service quality, cost efficiency, timeliness, and overall customer satisfaction) and the degree to which a client partners with its marketing research firms. Results indicate a relationship between partnering and increased performance in all five areas. Implications for managers include the possibility of better performance from research firms if the relationship is more collaborative in nature.

Affiliation: John Cook School of Business, Saint Louis University, USA
ISB Creators:
ISB CreatorsORCiD
Pereira, AUNSPECIFIED
Item Type: Article
Subjects: Marketing
Depositing User: LRC ISB
Date Deposited: 15 Jun 2015 10:34
Last Modified: 15 Jun 2015 10:34
URI: http://eprints.exchange.isb.edu/id/eprint/409
Publisher URL: http://dx.doi.org/10.1016/S0019-8501(97)00024-2
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0019-8501/
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