Authors: Niels Jørgensen; Per V. Freytag
Relationship-orientation is a modern concept, and many companies perceivethemselves as relationship-oriented. This paper analyses, if there is action behind thewords, and if relationship-oriented companies obtain better results than othercompanies. After discussing relationship-orientation vs. transaction orientation thepaper analyses two groups of companies ? a relationship-oriented group and atransaction oriented group. From this analysis it appears that the companies, havingdescribed themselves as relationship-oriented, are only so in relation to the customers.The supplier relationships do not differ significantly. Thus, the relationshiporientationis to some extent a self-delusion. As regards the results the analysis doesnot form a clear picture, even though the relationship-oriented companies managebetter on some variables than the transaction-oriented companies. The results of theanalysis are subsequently placed in a company strategic context.
Journal: ( – )
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Publish Year: 2000
Conference: Bath, U.K (2000)