Inter-organizational ties and total customer solution strategic positioning from delta model: A research about dyad supplier-client on B2B
Tipo
Artigo
Data de publicação
2008
Periódico
Revista de Administracao Mackenzie
Citações (Scopus)
1
Autores
Da Silva Cozer M.T.
Toledo G.L.
Szafir-Goldstein C.
Toledo G.L.
Szafir-Goldstein C.
Orientador
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
© 2008 Mackenzie Presbyterian University. All rights reserved.The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study´s contribution is providing empirical support for the Delta Model.