A decision model for marketing research relationship choices

Abstract

Points out that collaborative relationships, such as partnering between service suppliers and client firms, are often seen as a strategy for improving quality and reducing costs. Yet, successful relationship building depends on situational factors that serve to nurture and sustain the relationship. Sets forth a proposed framework and develops a decision model that managers can use to improve the process for deciding whether or not to partner with research suppliers. Understanding what it takes to make a partnership effective will enable managers to avoid unproductive and costly mistakes in relationship building.

Citation

Boughton, P.D., Nowak, L. and Washburn, J. (1996), "A decision model for marketing research relationship choices", Journal of Services Marketing, Vol. 10 No. 1, pp. 56-69. https://doi.org/10.1108/08876049610106707