Relationship Marketing and Collaborative Networks in Service Organizations

Abstract

The development of collaborative network structures is an increasingly significant issue in the services industry. These interorganizational relationships are formed to gain flexibility, obtain needed skills and resources, and achieve operating efficiencies. Evaluates processes of network formation and compares them with the emerging relationship marketing paradigm, in the search for greater insight into an important but little understood phenomenon. Proposes a novel network classification scheme that identifies hollow, flexible, value‐added and virtual networks, leading to discussion of the need to extend the knowledge base concerning networks and the significance of the relationship marketing model to achieving research and managerial goals in this area.