Universitas Bhayangkara Jakarta Raya

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Widjaja, Anton Wachidin (2014) Pergaruh Relational Norm Terhadap Tipe Strategi Perusahaan. Telaah Manajemen, 9 (2). pp. 100-112. ISSN 1907-4913

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Companies don't only need good relationships with consumers or users of the products or services used by the company, but also the relationship with the marketing channel. Every company in a competitive industry should have a strategy to be able to do business, to create value and to compete. This study investigates the effect of relationalism at the level of the company's competitive strategy, which includes aggressive marketing strategy, product specialization strategy, and price leadership strategy. Data was collected by the survey design that is by distributing questionnaires directly to the sales managers and marketing managers who became the respondents in this study. Data from 162 respondents were analyzed using AMOS 18.0. The result showed that the level of rationalism have a positive effect on aggressive marketing strategy and price leadership strategy, but does not have a negative influence on product specialization strategy. Keywords: relational norm, relationalism, business-to-business, strategi bersaing, aggressive marketing strategy, product specialization strategy, price leadership strategy, relationship marketing

Item Type: Article
Subjects: Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User: Renaldiansyah Gumay
Date Deposited: 02 Sep 2019 07:45
Last Modified: 02 Sep 2019 07:45
URI: http://repository.ubharajaya.ac.id/id/eprint/1846

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