Strategic Market Relationships or Introduction to Market Research Using the SAS System

Strategic Market Relationships: From Strategy to Implementation

Author: Bill Donaldson

Strategic Market Relationships, 2^nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. 

The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published.  Most of the existing content will still be there but presented in a new logic.

•  Continues to map relationships from strategy to implementation

• Text more clearly divided into strategy and implementation parts

• Continues to focus on close relationships and on the management of relationships

• Continues with introductory case illustration and end of chapter teaching cases with many new ones

• All chapter updated with new research since the last publication

• Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development

• New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships

• New chapter on organizing relationships

• Newchapter on people and relationships

• E-relationship chapter integrated into chapter on communication and dialogue in a relationship

• New chapter on channel relationships

• Chapter on relationship performance restructured around costs and value.

• Ethics and researching relationships expanded in the conclusion chapter

Table of Contents:

	Preface	xi
	Acknowledgement	xv
Chapter 1	Introduction to strategic market relationships	1
	Introduction and objectives	1
	Case illustration: Formula One and Jordan Grand Prix Limited	2
	Structure and purpose of the book	4
	The emergence of strategic market relationships	6
	Transactions versus relationships	7
	Traditional management and relationship management	9
	Trends driving relationships	13
	What do strategic relationships imply for management?	15
	Chapter summary	16
	Case for discussion--First Direct	17
	Chapter questions	19
Chapter 2	Relationships are strategic	21
	Introduction and objectives	21
	Case illustration: airline industry	22
	The strategic domain of relationships	23
	Strategic relationship issues	28
	Competitive advantage from relationships	32
	Chapter summary	34
	Case for discussion--Wal-Mart & Procter and Gamble	34
	Chapter questions	36
Chapter 3	Relationship-based theories	39
	Introduction and objectives	39
	Case illustration: the electronics industry and the semi-conductor market	40
	Relationship theories--an overview	41
	Agency theory--dealing with risk	42
	Transaction cost economics (TCE)--assessing costs	44
	Resource dependency theory--power and control	47
	Social exchange theory--relationships as social entities	49
	The interaction approach--co-operation and networking	50
	Meta approaches to researching into relationships	52
	Chapter summary	54
	Case for discussion--Merial	54
	Chapter questions	57
Chapter 4	Relationship planning	59
	Introduction and objectives	59
	Case illustration: hotel industry	60
	Strategic relationship planning process	62
	Strategic relationship planning: some key principles	63
	The dimensions of relationship analysis	66
	Relationship strength in formulating and selecting strategy	69
	Strategic relationship implementation	70
	Chapter summary	73
	Case for discussion--Amazon.com	74
	Chapter questions	77
Chapter 5	Networks	79
	Introduction and objectives	79
	Case illustration: industrial districts	80
	Defining networks	81
	Analysis of networks	84
	Networks and strategy	88
	Network forms and application	90
	Chapter summary	92
	Case for discussion--biotechnology and pharmaceutical networks	93
	Chapter questions	96
Chapter 6	Relationship classification and development	97
	Introduction and objectives	97
	Case illustration: carmakers feeling the heat	98
	Classifying relationships	98
	Managing relationship porfolios	104
	Developing relationships	107
	Chapter summary	109
	Case for discussion--Metal Forming Ltd	109
	Chapter questions	111
Chapter 7	The 5-S framework of relationship management implementation	113
	Introduction and objectives	113
	Case illustration: the UK energy market	114
	Structure	115
	Staff	126
	Style	131
	Systems	132
	Schemes	135
	Chapter summary	136
	Case for discussion--ABB power automation	137
	Chapter questions	138
Chapter 8	Customer relationship management	141
	Introduction and objectives	141
	Case illustration: UK private client stockbroking	142
	CRM implementation issues	145
	Relationship-based interfaces	145
	An emphasis on quality	149
	Measure customer satisfaction but manage customer service	153
	Investing in people	154
	Maintaining dialogue with customers	155
	Setting realistic targets and assessing performance	158
	Chapter summary	162
	Case for discussion--Polaroid	163
	Chapter questions	164
Chapter 9	E-relationships	167
	Introduction and objectives	167
	Case illustration: on-line relationships	168
	The development of IT in relationships: research and practice	170
	The e-relationship technologies	178
	Maximising value in e-relationships	180
	Chapter summary	181
	Case for discussion--Benetton	181
	Chapter questions	183
Chapter 10	Innovation and strategic market relationships	185
	Introduction and objectives	185
	Case illustration: networks interrupted for Motorola	186
	NPD--active users and networks	188
	Relationship-based NPD activity in context	196
	Chapter summary	204
	Case for discussion--Hughes Network Systems	205
	Chapter questions	207
Chapter 11	Relationship internationalisation	209
	Introduction and objectives	209
	Case illustration: Guanxi: culture specific relationships	210
	Trends forging international relationships and the international relationship approach	211
	Relationships and international market selection	214
	Relationships and international market entry	216
	Relationships and international market expansion	218
	Relationships and international organisation	219
	Managerial implications of international relationships	221
	Chapter summary	223
	Case for discussion--Statoil relationship approach to market entry	223
	Chapter questions	226
Chapter 12	Relationship performance	229
	Introduction and objectives	229
	Case illustration: UK banking	230
	Relationship performance overview	232
	Relationship performance in context	237
	The link between relationship governance and performance	241
	Chapter summary	244
	Case for discussion--Landis and Staefa	245
	Chapter questions	247
Chapter 13	Strategic market relationships: conclusions and further reflections	249
	Introduction	249
	Relationship strategy	250
	Relationship implementation	252
	Relationship ethics	253
	Researching relationships	254
	Further relationship scenarios	255
	A final note	256
	References	259
	Index	277

See also: The Home Spa Book for Dogs or Geriatric Palliative Care

Introduction to Market Research Using the SAS System

Author: SAS Institute Incorporated

Loaded with examples, this book is for anyone interested in learning how to use SAS software for market research. It focuses on ways to help you analyze your market, enabling you to perform random sampling, create survey forms and manage survey data, analyze qualitative frequency data, write tabular reports and produce plots, charts, and maps, perform basic statistical analysis including regression, and access database tables and files. Supports releases 6.07 and higher of SAS software.