Séminaires de Recherche

Emerging Research in Relationship Marketing

Marketing

Intervenant : Robert W. Palmatier
Associate Professor of Marketing, Foster School of Business, University of Washington

23 novembre 2012 - T 015 - De 13:00 à 14:30

Relationship marketing effectiveness at improving a firm’s financial performance varies widely, which suggests a need to understand better how relationship marketing works and what determines its efficacy. Theory and empirical results from multiple studies will be discussed that provide insight into relationship marketing’s effectiveness. The first study demonstrates that gratitude plays an important role in understanding how relationship marketing investments increase purchase intentions, sales growth, and share of wallet. The project identifies a set of managerially relevant factors that alter customer gratitude, which can make relationship marketing programs more effective. The second study integrates social network and exchange theory to develop a model of customer relationship performance based on three drivers: relationship quality, contact density, and contact authority. The results suggest the value generated from interfirm relationships derives not only from the quality of customer ties (e.g., trust, commitment, norms), as typically modeled, but also from the number and decision-making capability of interfirm contacts and the interactions among relational drivers. The final study investigates the role of relationship velocity—or the rate of change in relational constructs with respect to time—in driving exchange outcomes. The study findings highlight the importance of tapping into the dynamic nature of relational constructs (e.g., velocity) to provide insights into future sales growth.

A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Kalle Kraus
Stockholm School of Economics

14 septembre 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Shiva Sivaramakrishnan
Rice University

15 juin 2018 - HEC Paris - salle X120 - De 14h00 à 16h00


Finance

Intervenant : Matthieu Bouvard
Desautels Faculty of Management

14 juin 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Xin Wang
Hong Kong University

8 juin 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


Finance

Intervenant : Mikhail Simutin
Rotman School of Management

7 juin 2018 - De 14h00 à 15h15


Finance

Intervenant : Liyan Yang
Rotman School of Management

31 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Hendrik Vollmer
University of Leicester

25 mai 2018 - HEC Paris - salle T020 - De 14h00 à 16h00


Finance

Intervenant : Anton Lines
Columbia Business School

24 mai 2018 - De 14h00 à 15h15


Finance

Intervenant : Ian Martin
LSE

17 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Martin Giraudeau
LSE/Sci. Po

4 mai 2018 - HEC Paris - salle T004 - De 14h00 à 16h00



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