THE EFFECTS OF RELATIONALISM NORMS ON COMPETITIVE STRATEGY

Widjaja, Anton Wachidin and Isabella, Isabella (2013) THE EFFECTS OF RELATIONALISM NORMS ON COMPETITIVE STRATEGY. The 8th International Conference on Business and Management Research “Trade, Business and Investment in The Global Economic Recovery”. ISSN 978-602-17114-5-3

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Abstract

Not only firms need to maintain good relationships with their customers or the users of their products andlor services, they also need to have good relationships with their marketing channels. Each and every company in an industry has to have a competitive strategy to do their businesses and create values to the customers. This study investigates the effects of relationalism level on firm's competitive strategic types, which includes aggressive marketing strategy, product specialization strategy, and price leadership strategy. Data was collected using survey design, in which we distributed questionnaires directly to sales managers and marketing managers as the respondents in this study. The usable data from 162 respondents were analyzed using AMOS 18.0. Results of this study shows that relationalism level has positive effects on both aggressive marketing strategy and price leadership strategy, but does not negatively affect product specialization strategy.

Item Type: Article
Subjects: Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Creators:
CreatorsNIM/NIDN
Widjaja, Anton Wachidinanton.wachidin@dsn.ubharajaya.ac.id
Isabella, IsabellaUNSPECIFIED
Depositing User: Renaldiansyah Gumay
Date Deposited: 04 Sep 2019 07:22
Last Modified: 04 Sep 2019 07:22
URI: http://repository.ubharajaya.ac.id/id/eprint/1868

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