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Strategies of Business Relationship Management

In: Business Relationship Management and Marketing

Author

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  • Ingmar Geiger

    (Freie Universität Berlin)

Abstract

This chapter sheds light on the strategic facets of business relationship management and marketing. Strategic decisions with regard to business relationships are often located somewhere in between pure competitive and pure marketing strategy decisions. They can be distinguished according to a time- and a competitive space dimension. Regarding time, strategic decision-making in business relationship management differs according to the phase of the relationship. Roughly, three different situations can be envisioned: Entering into a new relationship, defending an existing relationship or terminating an existing relationship. In consequence, out-supplier marketing, in-supplier marketing, or exit management come into the focus of business relationship management. Concerning the competitive space of a business relationship, we focus on the corporate network and two of its specific characteristics. Sometimes, handling parallel business relationships with competing customers demands extra attention. At other instances, employing one’s corporate network to create extra value for customers in a business relationship is an important strategic consideration.

Suggested Citation

  • Ingmar Geiger, 2015. "Strategies of Business Relationship Management," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ingmar Geiger (ed.), Business Relationship Management and Marketing, edition 127, chapter 5, pages 109-152, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-43856-5_5
    DOI: 10.1007/978-3-662-43856-5_5
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