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Leveraging Relationships to Get Ready for Change

In: Ready for Change?

Author

Listed:
  • Paula Jarzabkowski
  • Michael Smets
  • Paul Spee

Abstract

At its most fundamental, businesses are built by establishing relationships with customers. Such relationships enable you to capture more of their patronage by better evaluating and servicing their needs. High-volume industries with fragmented customers, such as supermarkets and other retailers of fast-moving consumer goods can use rich purchasing data points and information technology to develop customer relationship management systems based on mass customization. They need little actual contact with consumers to understand their needs and buying patterns, to better understand how to secure more of what they spend. Much has been written about these industries, and about how they can capture value through advanced customer relationship management systems.

Suggested Citation

  • Paula Jarzabkowski & Michael Smets & Paul Spee, 2012. "Leveraging Relationships to Get Ready for Change," Palgrave Macmillan Books, in: Cora Lynn Heimer Rathbone (ed.), Ready for Change?, chapter 9, pages 165-184, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-00840-4_10
    DOI: 10.1057/9781137008404_10
    as

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