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Placing customer service strategy in the context of a vertical marketing system

✍ Scribed by Yang-Im Lee; Peter R.J. Trim

Publisher: John Wiley and Sons
Year: 2006
Tongue: English
Weight: 166 KB
Volume: 15
Category: Article
ISSN: 1086-1718
DOI: 10.1002/jsc.774

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

International retailing is undergoing rapid change and because of this senior managers need to understand how to manage the change process and develop working relationships with their counterparts in partner organizations.

By embracing organizational learning it is possible for a retail organization to formulate a vertically integrated strategy that provides superior customer value and results in the formation of trust‐based relationships. These should be underpinned by mutuality and possess a strategic focus.

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