This paper deals with industrial firms coping with customer relationship crisis. The main aim of the paper is to shed light on potential relational paths in the reconfiguration of the firm’s business network. To this aim two main emerging paths are proposed: change and integration. Empirically, the paper presents data collected during a ten-year longitudinal case study research of four Italian textile producers localized in the entrepreneurial local community of Prato. The various implications for business networks stemming from the two relational paths implemented by the companies are described and discussed. Combining firm’s relational paths with network reconfiguration the paper ends proposing a theoretical matrix to be investigated in future research.
How does industrial firms face customer relationship crisis? Evidences from Italian textile manufacturers / A.Runfola; S.Guercini. - ELETTRONICO. - Marketing to citizens: going beyond customers and consumers:(2012), pp. 1-7. (Intervento presentato al convegno EMAC - European Marketing Academy tenutosi a Lisbon nel May 22 to 25).
How does industrial firms face customer relationship crisis? Evidences from Italian textile manufacturers
RUNFOLA, ANDREA;GUERCINI, SIMONE
2012
Abstract
This paper deals with industrial firms coping with customer relationship crisis. The main aim of the paper is to shed light on potential relational paths in the reconfiguration of the firm’s business network. To this aim two main emerging paths are proposed: change and integration. Empirically, the paper presents data collected during a ten-year longitudinal case study research of four Italian textile producers localized in the entrepreneurial local community of Prato. The various implications for business networks stemming from the two relational paths implemented by the companies are described and discussed. Combining firm’s relational paths with network reconfiguration the paper ends proposing a theoretical matrix to be investigated in future research.File | Dimensione | Formato | |
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