Relationship management (RM) is an essential part of business, but
its success as a business model can be hard to measure, with some
firms embracing a model that is truly relationship-orientated,
while others claim to be relationship-orientated but in fact prefer
transactional short-term gain. This open access book aims to
develop a mid-range theory of relationship management, examining
truly relationship-orientated firms to discover not only what
qualities these firms have that make them successful at the RM
model, but also what benefits this model has for the firm. It
addresses questions like how RM-mature companies achieve and
sustain competitive advantage, and what determines the scale and
scope of these firms, illustrating with case studies. This book
will be of interest to scholars studying leadership and strategy,
especially those interested in relationship management, business
ethics and corporate social responsibility. It will also be of
interest to professionals looking to develop their understanding of
relationship management.
General
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