Research Repository

Customer portfolio planning in a business network context

Eng, Teck-Yong (2008) 'Customer portfolio planning in a business network context.' Journal of Marketing Management, 24 (5-6). pp. 567-587. ISSN 0267-257X

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In an increasingly globalised business environment, it is no longer adequate to analyse and develop supplier-customer relationship portfolios without consideration of a firm's network relationships. While research in business relationships has examined resource allocation and strategy development in the context of a dyadic relationship, portfolios and network relationships, little is known about the network effects of a focal firm's relationships on its performance particularly from both supplier and customer evaluations. The present study attempts to fill this gap by developing a customer portfolio framework that includes four levels of business relationships, and integrates a resource-based view and industry determinants of competitive advantage. The proposed framework is applied and analysed using data of UK-based food service companies. The main results show that a focal relationship performance is influenced by both industry and resource-based advantages in a business network context. The results also suggest that a focal firm can better enhance its competitive position with the knowledge of network effects and interdependence of strategic actions in a business network context.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Essex Business School
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 22 Nov 2012 14:33
Last Modified: 06 Jan 2022 14:36

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