Authors: Louise Canning; Ross Brennan
Adaptation of company activities is a phenomenon which pervades businesses at multiplelevels and is central to organisational success. Although it is important to a company’sperformance and it has featured heavily in academic literature, a clear and integrativeunderstanding is lacking. This paper draws from existing corporate, marketing andrelationship strategy literature and data drawn from primary research in order to developa more integrative understanding of the characteristics and significance of adaptation. Indoing so we consider strategy and adaptation both in terms of content and process. Ofparticular interest to us is the connection between adaptation at the supplier-customerrelationship, marketing and business strategy levels.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)