A framework for studying relationship marketing dyads

Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2001. A framework for studying relationship marketing dyads. Qualitative Market Research: An International Journal 4 (2) , pp. 75-88. 10.1108/13522750110388572

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Abstract

Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a relationship marketing paradigm shift. A research project is currently studying marketing dyads in the international food supply chain in an attempt to better understand what constitutes relationship marketing. Four issues are dealt with in this article. First, the concept of relationship marketing, the problem area and the research questions are shortly introduced to the reader. Second, the contextual setting for the research project is described in some detail. Third, the research methodology is discussed in great depth with special emphasis on how to develop theory from qualitative case research data. Fourth, a typical example of the research process and its findings are outlined briefly.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Uncontrolled Keywords:	Channel relationships; Food industry; Relationship marketing; Supply chain
Publisher:	Emerald
ISSN:	1352-2752
Date of First Compliant Deposit:	30 March 2016
Last Modified:	11 May 2023 01:36
URI:	https://orca.cardiff.ac.uk/id/eprint/55289

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