A decision model for marketing research relationship choices

Abstract

Points out that collaborative relationships, such as partnering between service suppliers and client firms, are often seen as a strategy for improving quality and reducing costs. Yet, successful relationship building depends on situational factors that serve to nurture and sustain the relationship. Sets forth a proposed framework and develops a decision model that managers can use to improve the process for deciding whether or not to partner with research suppliers. Understanding what it takes to make a partnership effective will enable managers to avoid unproductive and costly mistakes in relationship building.