Organizing for Relationship Marketing
9 Pages Posted: 19 Jun 2001
This paper highlights that the implementation of relationship systems with clients or stakeholders demands changes in corporate culture, organizational structure, routines and process as well as the need of appropriate technical and human resources. It also proposes that a long term relationship with partners suppose a learning process, so that it would be necessary a learning organization. This article results from an exploratory research with three Brazilian companies. It were analyzed what characteristics of culture and climate typical in learning organizations are important to succeed in a partnership strategy.
Note: The downloadable document is written in Portuguese.
JEL Classification: L10, M31
Suggested Citation: Suggested Citation