Organizing for Relationship Marketing

9 Pages Posted: 19 Jun 2001

See all articles by Aurea Helena Puga Ribeiro

Aurea Helena Puga Ribeiro

Federal University of Minas Gerais (UFMG)

Celso Cláudio Hildebrand Grisi

University of Sao Paulo (USP) - Department of Administration

José Edson Lara



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

Puga Ribeiro, Aurea Helena and de Hildebrand e Grisi, Celso Cláudio and Edson Lara, José, Organizing for Relationship Marketing. Available at SSRN: or

Aurea Helena Puga Ribeiro (Contact Author)

Federal University of Minas Gerais (UFMG) ( email )

Av. Antonio Carlos, 6627
MG30170-120 Belo Horizonte, 31270-901
+55 31 32 799046 (Phone)
+55 31 32 721157 (Fax)

Celso Cláudio De Hildebrand e Grisi

University of Sao Paulo (USP) - Department of Administration ( email )

Av. Prof. Luciano Gualberto
908 - Presidio 1 Sala G142
Sao Paulo 05508-900
+55 11 38 185996 (Phone)
+55 11 38 185996 (Fax)

José Edson Lara


R. Curitiba, 832/1102 Belo
Horizonte 30170-120 Minas Gera
+55 31 279-9129 (Phone)
+55 31 272-1157 (Fax)

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