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The emergence of th...
The emergence of the customer relationship portfolio of a new venture : a networking process
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- La Rocca, Antonella (author)
- Rennes Sch Business, Dept Mkt, Rennes, France
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- Perna, Andrea, 1980- (author)
- Uppsala universitet,Industriell teknik,Polytech Univ Marche, Dept Management, Ancona, Italy
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- Sabatini, Andrea (author)
- Polytech Univ Marche, Dept Management, Ancona, Italy;Uppsala Univ, Dept Engn Sci, Uppsala, Sweden
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- Baraldi, Enrico, Professor, 1970- (author)
- Uppsala universitet,Industriell teknik
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(creator_code:org_t)
- EMERALD GROUP PUBLISHING LTD, 2019
- 2019
- English.
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In: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:5, s. 1066-1078
- Related links:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Subject headings
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- Purpose While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the new venture's portfolio of customer relationships emerges. This paper aims to explore the emergence of the customer relationship portfolio of a new venture and to investigate the effects of early relationships on subsequent ones. Design/methodology/approach Methodologically, the authors rely on a longitudinal single case study of a new venture which develops, implements and sells customized cost-management software. The study is exploratory and based on 24 in-depth interviews. Findings The findings show that the development of a customer portfolio depends on the cumulative effect of heterogeneous elements and network connections. These include the initial link between the new venture and the first customer and a subsequent series of interconnections that develop with the emerging network capability of the new venture. Originality/value As one of the few studies that explore the emergence of new ventures' customer relationship portfolio, this study demonstrates the value of applying a relational/network approach for studying relationship portfolio dynamics.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Interaction
- Networking
- Customer relationships
- New ventures
- Customer portfolio
Publication and Content Type
- ref (subject category)
- art (subject category)
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