Purpose: The purpose of this study is to describe the structure of a relationship between a dealer and its manufacturer in the Swedish marine industry from a strategic partnership perspective.   Design/methodology/approach: The research method is based on a deductive quantitative approach. A descripto-explanatory research design was applied and the research strategy was a combination of a case study and survey. A survey and three additional qualitative interviews have been conducted in order to gather the information.   Findings: The results of this research shows no outstanding factors influencing the strategic partnership between the manufacturer and its dealers in the marine industry. Limited managerial assumption were possible to be drawn for the case company Ryds.   Research Delimitations: The study was conducted in a three month period (March - June) in the spring semester 2016 therefore, the study was narrowed down to only one marine manufacture and its dealers in the Swedish market.   Future recommendations: For future researcher the presented study can be used as the foundation to further investigate the connection between applied theories of the Commitment- Trust Theory and Relational Marketing through the Key Mediating Variables. It will provide the researcher with insights about, which exact areas/items influence the relationship positively or negatively, resulting in the ability to generally state how strategic partnership is managed in the marine industry.

To be successful in today s turbulent business environment it is very important for a company to exhibit flexibility in its processes, activities and interfaces. Such a flexible approach enables firms to adapt and improvise in order to achieve the best possible outcomes. In spite of there being ample research on how to achieve flexibility in a variety of business process and activities, there remains little understanding on how flexibility in managing the use of resources reveals itself in intra-organisational interfaces. This thesis sheds more light on this issue and investigates flexibility specifically in the relational context of cross-functional interfaces. The importance of developing and investigating flexibility at the cross-functional relational interface is embedded in the recognition that the ability and willingness of departments to adapt and to accommodate deviations from original strategies through their cross-functional working is a critical factor for success. This research investigates flexibility at one such interface that is argued to be essential in achieving organisational success but that is characterised by conflict, lack of cooperation and distrust the Marketing and Sales interface. A literature review incorporating two broad literature streams; i.e., the Marketing and Sales cross-functional relationship literature and the literature on organisational flexibility helped develop a guiding definition of Marketing and Sales Interface Flexibility (MSIF). This definition was subsequently confirmed in the exploratory phase of the thesis, thereby providing a stronger conceptualisation of the MSIF phenomenon. The concept was found to be predicated on social exchange theory s view on the M&S exchange relationship as a dynamic process in which both continuously adapt to each other s needs through modification of their resources required to match those needs. Consequently, a theoretical model was developed. This model argues for an inverted U-shaped relationship between MSIF and business performance. According to this model, beyond certain optimal point MSIF may reduce business performance. Based on the empirical testing of the model via a survey of 229 UK-based business organisations no support was found for the inverted U-shaped relationship between MSIF and customer performance. Results of the empirical testing indicated that MSIF has an inverted U-shaped relationship with a firm s market performance. These results imply that a firm s market success is secured at lower levels of MSIF whereas further increases in investments in MSIF may, at some point, become detrimental to an organisation s market performance (i.e., market share and sales volume). Therefore, the findings suggest that managers should manage MSIF wisely, hold themselves from over-investing in MSIF and seek to find the optimal level which will provide the best market performance. On the other hand, MSIF was found to have a linear, positive relationship to customer performance indicating that higher levels of MSIF will secure more a satisfied and loyal customer base. The study also incorporates the contingency theory perspective and hypothesises the moderating effect of market dynamism on the MSIF - performance relationship. The results indicate that the value of MSIF for generating market performance decreases as technological turbulence in the market increases. Based on the social exchange theory the relationship between four socially constructed antecedents and MSIF are proposed. The findings highlight the positive impact of, (1) trust in the Marketing and Sales relationship, and (2) rules and norms of social exchange between Marketing and Sales as reflected in compatible goals and joint rewards on MSIF. However, resource dependence asymmetry is found to be negatively related to MSIF suggesting that a misbalanced resource dependency between the two will hamper MSIF. The theoretical and practical implications of the study findings are subsequently presented along with an acknowledgment of the study s limitations and proposed future research to further explore this important area.

El objetivo de este trabajo de investigación busca analizar de una manera elemental la relación entre las sub variables de la lealtad y la decisión de compra de zapatillas deportivas en Lima, Perú. El presente trabajo de investigación tiene carácter de una investigación no experimental y de corte transversal. Se utilizaron instrumentos cuantitativos (SPSS) y cualitativos para recolectar información y data numérica representativa. Se realizó también un análisis descriptivo sobre el público objetivo que son hombres y mujeres de 18 a 35 años. Se encontró que entre el público investigado, el comprador tiene tiende a reaccionar positivamente ante una marca con la que guarda una relación, la cual se puede interpretar como una conexión emocional o pertenencia a la marca. Finalmente se mencionan las posibles futuras investigaciones que se pueden realizar teniendo en cuenta lo descubierto en el trabajo de investigación elaborado. / The objective of this research work seeks to analyze in an elementary way the relationship between the sub variables of loyalty and the decision to buy sneakers in Lima, Peru. This research work has the character of a non-experimental and cross-sectional investigation. Quantitative and qualitative instruments (SPSS) were used to collect information and representative numerical data. A descriptive analysis was also carried out on the target audience, which are men and women aged 18 to 35 years. It was found that among the investigated public, the buyer has a tendency to react positively to a brand with which he has a relationship, which can be interpreted as an emotional connection or belonging to the brand. Finally, the possible future research that can be carried out, taking into account what was discovered in the research work prepared, is mentioned. / Trabajo de investigación

A great deal of attention has been devoted by researchers to examine different aspects of the relationship between marketing orientation (MO) and competitive advantage, mostly within causal relationship style research. However, the mechanisms and intermediate variables underlying this relationship remain vague and poorly investigated. Drawing upon mixed method research utilising qualitative and quantitative techniques, this study aims to offer further insight into this relationship within Jordan’s telecommunications market, focusing on customer satisfaction and customer retention as two prominent performance indicators in this market. Hence, this research set out to investigate the mechanisms and interrelationships that link marketing orientation and organisational performance, the issue that seems to be highly justified in the matured and competitive market where consumers have more choices, switching cost are decreasing and retention of the market base is becoming more and more difficult. As a case study undertaken in Jordan’s telecommunications market, the main four telecommunications operators in the market were represented. Quantitative data analysis was used to determine the variations between the main operators in the market regarding their adopted levels of marketing orientation. On the other hand, the qualitative technique - namely semi-structured interviews - represents the main instrument the study utilises to gain an in-depth insight into the relationship between marketing orientation (MO) and organisational performance. This qualitative tool enabled the researcher to construct a rich picture of the mechanisms and ways by which firms manage the different attitudinal dimensions of customer satisfaction and the behavioural dimensions of customer retention. Results of the research confirm significant variations between high- and low-marketing orientation telecommunications operators with regard to the approaches, drivers and mechanisms by which firms manage their capabilities to achieve customer satisfaction and customer retention. Thus, two different patterns were indicated which were associated with the adopted level of marketing orientation of these firms. The most important finding to come out of the research was that genuine marketing orientation is an integrated attitudinal-behavioural perspective. Hence, any deficiencies or even ignoring of any aspect will weaken a firm’s overall value creation capability, the main mission of the marketing-oriented firm. In addition, internal culture emerged as a critical success factor for marketing-oriented firms. It serves as the glue that ensures a firm’s values are adhered to, and also allows a clearer understanding of a firm’s vision and mission, which in turn resulted in the fact that these firms are more capable to translate their attitudes into practice on the ground. Moreover, the role of marketing orientation was substantial as it worked as a supportive environment that stimulates a firm’s capabilities to integrate and coordinate its resources and competencies into new ones in such a way as to enhance its overall performance as well as to achieve congruence with the changing business environment. The importance of this research stems from its nature and approach in studying the relationship between marketing orientation and organisational performance. The main issue being evaluated is different from the bulk of marketing orientation works that have focused on examining different aspects of marketing orientation and organisational performance within causal relationship-style research, and mostly within a short-run view. In contrast, this study is concerned with gaining in-depth understanding of this relationship through evaluating its mechanisms and interrelationships, the aspect that was treated as a black box in prior research.

A orientação para o mercado (OPM) tem se mostrado uma alternativa interessante no ambiente competitivo atual. Diversos estudos têm demonstrado que essa prática traz retornos favoráveis ao desempenho financeiro e mercadológico das empresas. Dado seus resultados favoráveis a OPM, que inicialmente referia-se à orientação para o cliente, e posteriormente para o cliente e concorrente, vem ganhando abrangência cada vez maior, atingindo outros elos da cadeia produtiva, como os canais de distribuição e o consumidor final. A proximidade com os clientes, a integração dos diversos departamentos da empresa, e o foco na entrega de valor superior, colaboram para a construção de um ambiente criativo que privilegie idéias inovadoras. Neste contexto, buscou-se conhecer a relação existente entre a Orientação para a Tecnologia e o Marketing de Relacionamento em empresas orientadas para o mercado, seguindo os pressupostos de um modelo de OPM, sugerido neste trabalho, e composto por três elementos: cultura transversal (CT), formação e disseminação de inteligência (FDI), e estratégia de ação (EA). O foco principal da pesquisa, portanto, girou em torno das variáveis: orientação para a tecnologia e marketing de relacionamento, e suas principais relações. Para atender aos objetivos deste trabalho, realizaram-se de estudos de casos e análises de dados econômicos de dez empresas petroquímicas atuantes no Brasil, onde se efetuou um levantamento de campo, com questões pré-estruturadas, baseadas em argumentos teóricos. Dentre os resultados obtidos, chamou a atenção adoção dos modelos inovativo technology push ou technology push e demand pull em concomitância com a prática de marketing relacional. Percebeu-se, também, que as empresas buscam um equilíbrio entre orientação para a tecnologia e o marketing de relacionamento, de forma que estas duas forças se complementem. O resultado da pesquisa foi colocado em um gráfico onde foram caracterizadas as diferentes categorias da estratégia de ação (EA). Outro ponto avaliado na pesquisa diz respeito à abrangência da OPM, neste sentido, percebeu-se que tal orientação contempla, ainda, a orientação para o fornecedor, como elemento-chave para a entrega de valor superior ao cliente, e para a manutenção de vantagens competitivas pela empresa. / Market orientation has been identified as an interesting alternative to companies, in the current competitive environment. Several studies had demonstrated that this practice brings favorable returns to the financial and marketing performance of the companies. Due to these favorable results, market orientation, initially orientated only towards the end customer, became oriented towards both the end customer and competitor, reaching other links of the supply chain, as the canals of distribution and the final user. Moreover, the proximity with customers, the integration of different departments of the company, and the focus on the delivery of value, all permit the construction of a creative environment that privileges innovative ideas. The present dissertation analyzes the relationship between Technology Orientation and Relationship Market in petrochemical companies in Brazil, and presents a model of market orientation composed for three elements: transversal culture (TC), formation and dissemination of intelligence (FDI) and strategy of action (SA). The methodology used was multiple-cases study and the analysis of quantitative data from this sector. To fulfill this purpose, a structured questionnaire was developed, based in the theoretical arguments, and to be answered by the ten operating companies working in the Petrochemical sector in Brazil. The main focus of the work was on the technological orientation and market orientation relationship, and the possible relationship between these two orientations. One of the results indicated that these companies are adopting an innovative model of technology push or technology push and demand pull, concurrent to the relational marketing model. Thus, the technology orientation and the relational marketing are not opposed, but complementary in companies oriented for the market. The result of the research was placed in a graph in which had been characterized the different categories of the action strategy. Another point evaluated in the research, is the scope of the orientation for the market. In this case, this study shows that this orientation contemplates the orientation for the supplier, as key element for delivering superior value to the customer, and also for the maintenance of competitive advantages for the company.

A orientação para o mercado (OPM) tem se mostrado uma alternativa interessante no ambiente competitivo atual. Diversos estudos têm demonstrado que essa prática traz retornos favoráveis ao desempenho financeiro e mercadológico das empresas. Dado seus resultados favoráveis a OPM, que inicialmente referia-se à orientação para o cliente, e posteriormente para o cliente e concorrente, vem ganhando abrangência cada vez maior, atingindo outros elos da cadeia produtiva, como os canais de distribuição e o consumidor final. A proximidade com os clientes, a integração dos diversos departamentos da empresa, e o foco na entrega de valor superior, colaboram para a construção de um ambiente criativo que privilegie idéias inovadoras. Neste contexto, buscou-se conhecer a relação existente entre a Orientação para a Tecnologia e o Marketing de Relacionamento em empresas orientadas para o mercado, seguindo os pressupostos de um modelo de OPM, sugerido neste trabalho, e composto por três elementos: cultura transversal (CT), formação e disseminação de inteligência (FDI), e estratégia de ação (EA). O foco principal da pesquisa, portanto, girou em torno das variáveis: orientação para a tecnologia e marketing de relacionamento, e suas principais relações. Para atender aos objetivos deste trabalho, realizaram-se de estudos de casos e análises de dados econômicos de dez empresas petroquímicas atuantes no Brasil, onde se efetuou um levantamento de campo, com questões pré-estruturadas, baseadas em argumentos teóricos. Dentre os resultados obtidos, chamou a atenção adoção dos modelos inovativo technology push ou technology push e demand pull em concomitância com a prática de marketing relacional. Percebeu-se, também, que as empresas buscam um equilíbrio entre orientação para a tecnologia e o marketing de relacionamento, de forma que estas duas forças se complementem. O resultado da pesquisa foi colocado em um gráfico onde foram caracterizadas as diferentes categorias da estratégia de ação (EA). Outro ponto avaliado na pesquisa diz respeito à abrangência da OPM, neste sentido, percebeu-se que tal orientação contempla, ainda, a orientação para o fornecedor, como elemento-chave para a entrega de valor superior ao cliente, e para a manutenção de vantagens competitivas pela empresa. / Market orientation has been identified as an interesting alternative to companies, in the current competitive environment. Several studies had demonstrated that this practice brings favorable returns to the financial and marketing performance of the companies. Due to these favorable results, market orientation, initially orientated only towards the end customer, became oriented towards both the end customer and competitor, reaching other links of the supply chain, as the canals of distribution and the final user. Moreover, the proximity with customers, the integration of different departments of the company, and the focus on the delivery of value, all permit the construction of a creative environment that privileges innovative ideas. The present dissertation analyzes the relationship between Technology Orientation and Relationship Market in petrochemical companies in Brazil, and presents a model of market orientation composed for three elements: transversal culture (TC), formation and dissemination of intelligence (FDI) and strategy of action (SA). The methodology used was multiple-cases study and the analysis of quantitative data from this sector. To fulfill this purpose, a structured questionnaire was developed, based in the theoretical arguments, and to be answered by the ten operating companies working in the Petrochemical sector in Brazil. The main focus of the work was on the technological orientation and market orientation relationship, and the possible relationship between these two orientations. One of the results indicated that these companies are adopting an innovative model of technology push or technology push and demand pull, concurrent to the relational marketing model. Thus, the technology orientation and the relational marketing are not opposed, but complementary in companies oriented for the market. The result of the research was placed in a graph in which had been characterized the different categories of the action strategy. Another point evaluated in the research, is the scope of the orientation for the market. In this case, this study shows that this orientation contemplates the orientation for the supplier, as key element for delivering superior value to the customer, and also for the maintenance of competitive advantages for the company.

Dans la majorité des entreprises de services, le rôle du « Personnel en contact » est devenu un élément de différenciation; vu qu'il est souvent en interaction avec le client. D’autre part, la place importante accordée au Marketing relationnel dans le secteur des services ne cesse d’évoluer. Cette évolution, affirmée par plusieurs auteurs et particulièrement par Berry (1983), nous ramène à une nouvelle orientation du marketing qu’est le Marketing interne. Cette recherche vise à définir et étudier ce nouveau phénomène.Un examen de littérature a permis de construire un modèle étudiant, d’une part, l’impact du Marketing interne sur les attitudes et comportements du personnel en contact et, d’autre part, sur la performance de l’entreprise de services. Pour valider la revue de littérature, la recherche s’appuie sur la combinaison de deux méthodes d’investigation : une étude qualitative et une étude quantitative auprès deux populations différentes : le personnel en contact et les clients. Les résultats obtenus montrent que le Marketing interne a un impact sur la satisfaction au travail et l’orientation client du personnel en contact ainsi que sur la performance de l’entreprise. Le rôle de la satisfaction au travail apparaît aussi comme un élément déterminant favorisant la relation entre le marketing interne et la satisfaction des clients. / In the majority of the service firms, the role of the “contact employees” became an element of differentiation; considering that it’s often in interaction with the customer. On the other hand, the important place granted to relational Marketing in the sector of the services does not cease evolving. This evolution, underlined by several authors and particularly by Berry (1983), brings back to us to a new orientation marketing which is Internal Marketing. This research intends to study this new phenomenon.A review of literature has built a model studying, on the one hand, the impact of internal marketing on attitudes and behaviors of service employees and, on the other hand, on the business performance of services companies.To validate the literature review, research based on the combination of two methods of investigation: a qualitative and a quantitative study with two different populations: the service employees and customers. The results obtained show that Internal Marketing has an impact on job satisfaction and employees customer orientation and on the performance of the company. The role of job satisfaction also appears to be a key factor promoting the relationship between internal marketing and customer satisfaction.

El sector hotelero en los últimos años ha ido creciendo y fortaleciendo su oferta a lo largo del país. De esta manera, según la Sociedad peruana de hoteles, el 2011 se han desarrollado 21 proyectos hoteleros con una inversión de 475.4 millones. Por otro lado, se ha dado un importante incremento en el porcentaje de turistas que se hospedan en hoteles de 4 ó 5 estrellas, en comparación con el año 2009 (2009: 39% vs. 2010: 54%), lo que estaría explicado por una mayor proporción de profesionales ejecutivos en este segmento de turistas. Por tanto, el mercado se ha hecho más competitivo y los clientes más exigentes. El conocer mejor a sus clientes y presentar una clara ventaja diferencial permitirá a estas empresas lograr posicionarse de manera solida y obtener una mayor participación de mercado. Esta tesis está orientada a ofrecer una consultoría de estrategia CRM aplicada a la hotelería y una herramienta de CRM integral diseñada para el sector hotelero, oportunidad que hemos identificado debido a que no existe una propuesta que englobe una estrategia de gestión de la relación con el cliente y un software, tomando en cuenta todos aquellos puntos de contacto con el cliente en el proceso de hotelería y hacer futuras campañas de marketing relacional. Para sustentar nuestra propuesta se realizó una encuesta a 10 de las principales cadenas hoteleras de 4 y 5 estrellas del país, y se obtuvo como información que el 80% de estas empresas no cuenta con información de sus clientes en todos los puntos de contacto, el 70% no tienen capacidad de consolidar toda la información de sus clientes en una sola base de datos centralizada, actualizada y completa. Asimismo, se reconoce que cuanta mayor información del cliente se pueda aprovechar mayores oportunidades de negocio. De acuerdo a lo señalado anteriormente, se observó el interés inicial de la cadena hotelera Inkaterra en el desarrollo de este CRM integral, convirtiéndose en nuestro primer cliente. Como empresa E-relations CRM tiene por objetivos lograr ventas anuales incrementales, iniciando el primer año con $93,500 con un incremento anual y así alcanzar ventas anuales de $737, 500 como se pronostica para el quinto año; contar con 4 clientes y obtener un 31% de rentabilidad el segundo año. Para lograrlo la propuesta del producto incluye el asesoramiento en marketing hotelero y una solución de CRM, que gracias a los módulos que incluye, permitirá reducir costos, incrementar ventas, conocer mejor a los clientes, satisfacerlos, mejorar los canales de comunicación y finalmente, fortalecer la relación cliente-hotel. El mercado objetivo de E-Relations CRM está conformado por establecimientos hoteleros de cuatro y cinco estrellas situados en las diferentes regiones del Perú. Esta elección se debe a que representan hoteles de una mayor amplitud de características y posibilidades. Asimismo, los hoteles de categoría superior son los que muestran un mayor grado de inversión tecnológica, por lo que se piensa a priori que mostrarán un mayor grado de interés por la implementación de soluciones CRM. Así también cabe resaltar que, el sector de lujo (4 y 5 estrellas) se ha incrementado en 15% el último año. Los precios de nuestros productos variarán entre $1,600 y $20,000 dependiendo si se contrata sólo consultoría o el producto solución CRM. Nuestra propuesta de precios, nos coloca en una posición interesante debido a que ingresamos con un precio atractivo al mercado. Para promover el conocimiento de nuestros productos y soluciones, se ha considerado el lanzar nuestra propuesta a través de un evento que incluya charlas sobre marketing hotelero y CRM, asesoría, mesas redondas y que congregue a los directivos de los hoteles a los cuales nos dirigimos. Adicionalmente, se usará un boletín electrónico para compartir información de interés sobre el rubro y para promocionar a E-relations CRM. Para llevar a cabo esta propuesta se ha calculado una inversión inicial de $37,700 que serán rápidamente recuperados el segundo con índice de rentabilidad de 31% , este índice se incrementa hasta un 52% en el quinto año, siendo una nuestra propuesta innovadora, interesante y rentable tanto para nuestra empresa como para el sector hotelero al cual nos dirigimos. / Tesis

El presente proyecto de investigación busca analizar la relación de las estrategias de marketing relacional con la satisfacción de los padres de familia de nidos de los sectores socioeconómicos A y B en Lima Moderna. Para medir la satisfacción de los padres de familia, se utilizaron indicadores rescatados del Modelo de Servqual; mientras que para medir las estrategias de marketing relacional, se escogieron solo dos dimensiones: las acciones de comunicación y la organización de eventos y programas especiales. / This research project seeks to analyze the relationship of relational marketing strategies with the parental satisfaction in kindergarten of socioeconomic sectors A and B in Modern Lima. To measure the satisfaction of parents, indicators rescued from the Servqual Model were used; while to measure relational marketing strategies, only two dimensions were chosen: communication actions and the organization of events and special programs. / Trabajo de investigación