Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts

By E. Gummesson. 2004

387 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/dbdd8ca0528c9233cb497bcbb4a5cf563349165c

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Citations in the corpus

The Impact of Relational Capital on the Success of New Business Start‐Ups (2011, background): “Thus, Gummensson (2004) proposes the Return on Relationship (ROR) as a measure of the long-term net result originating from the establishment and maintenance of an organization's network of relations.”
How does proximity affect interfirm marketing cooperation? A study of an agribusiness cluster (2015, neutral): “…innovation (e.g., Axelrod, 1984; Faria, Lima, & Santos, 2010; Heavey &Murphy, 2012; Ragatz, Handfield, & Scannell, 1997), increased performance (e.g., Gummesson, 2004; Sharma, Tzokas, Saren, & Kyziridis, 1999) and competitiveness (e.g., Gulati, Nohria, & Zaheer, 2000; Jarillo, 1988; Schmitz, 1999).”
Impact of Relationship Value on Project Portfolio Success - Investigating the Moderating Effects of Portfolio Characteristics and External Turbulence (2013, background): “Relationship marketing proposes that relational business exchanges create more value for the involved parties than single transactions (Gummesson, 2004; Kumar, 1999; Ravald and Grönroos, 1996; Sharma et al., 1999).”
The bonding effects of relationship value and switching costs in industrial buyer–seller relationships: An investigation into role differences (2012, background): “in terms of increased performance, competitiveness, satisfaction, and innovation (Gummesson, 2004; Lindgreen & Wynstra, 2005; Ravald & Grönroos, 1996; Sharma, Tzokas, Saren, & Kyziridis, 1999).”
An Evidence-Based Taxonomy of Intellectual Capital (2007, background): “The last grouping also aligns with research into relationship marketing and the potential for the “returns” obtained from an emphasis on this; see, for example, the work of Gummesson (2004). Out of the 16 items in the a priori structural capital grouping (see Table II), the item on “networking syste”