In this study we adopt a resource network perspective to investigate how a new customer relationship begins and then develops. Relationship beginning is interpreted here as a strategy implemented by a company to gain access to new resources. In particular, we show how a company with limited resources has organized a new international customer relationship and enter a new market by interacting with a new customer. Methodologically, the paper is based on a single qualitative case study from the mechanical industry. The case is longitudinal in nature and based on continuous contacts with firm’s representatives. The analysis regards the beginning of a new customer relationship with a partner from an emerging market in the home appliance sector. This paper contributes to the literature in two ways. First, it studies the issue of relationship beginning in relation to new solution offering. Second, this study provides a unique case within the mechanical industry, trying to contribute to existing literature by means of a strong empirical background.
A resource network view of relationship beginning: A case analysis in the mechanical industry / Perna A.; Runfola A.; Guercini S.; Gregori G.L.. - STAMPA. - (2012), pp. 1-16. (Intervento presentato al convegno NoRD2012 workshop, Umeå, Sweden).