Proposed application of the relationship marketing in interorganizational relations

Abstract

Objective: Relationship marketing is applied in the study of the relational exchanges and are commonly studied in the relations between companies and clients and / or suppliers. This study aims to propose a conceptual model for understanding the relations among competing companies, based on relationship marketing and social exchange theory. Method: A theoretical essay was carried out with the main aspects of the literature on relationship marketing in the elaboration of a conceptual model, presenting propositions to test the relations among competing companies. Originality / Relevance: The research is relevant and innovative by using a classical theory in an unconventional context. In addition, it contributes to the theoretical advance on relational exchanges among competitors. Results: The propositions, based on the social exchange theory, suggest some aspects of relationship marketing positively influence the relations among competing companies (cooperation, trust, shared values, commitment, communication, empathy and reciprocity). While others negatively influence (coercive power, comparison of alternatives and opportunistic behavior). Theoretical / methodological contributions: The study contribution is to propose the use of relationship marketing concepts as a theoretical lens to understand the relations among competing companies. Social / managing contributions: The managerial contribution is to provide subsidies for understanding and maintaining long-term relations among competing companies. Moreover, the study encourages the discussion and development of new research so that the relations among competing companies can be analyzed empirically through relationship marketing.