Document Type

Conference publication

Publication details

Kelly, SJ 2004, 'The configuration and function of strategic benefits', in J Wiley & P Thirkell (eds), Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Wellington, New Zealand, 29 November - 1 December,School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand, ISBN: 0475122143.

© Stephen J Kelly

Peer Reviewed

Peer-Reviewed

Abstract

This paper overcomes limitations evident in extant literature by examining the foundations of the relationship benefits concept and developing a theoretical model that is tested and validated. The findings indicate that salient relationship benefits evident in business-tobusiness relationships can be classified as cost, service, image and flexibility benefits, or more broadly, as strategic benefits that facilitate competitive advantage through the operationalisation of a cost leadership, differentiation or all-rounder strategy.

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Marketing Commons

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