Business Relationship Marriage Metaphors Overview
The Marriage Metaphor • The marriage or marital metaphor arose from three consultative projects completed in 1989-1990, all done with manufacturers selling B2B. Reference: Joseph Sperry 21/1/1993 • This has been adapted as metaphors to describe five possible states of marriage that could equally apply to business relationships today.
One Night Stand Theory ! Manufacturer and customer enter into a one to one relationship encounter that does not last long ! Low involvement and commitment ! Little loyalty ! Sometimes can lead to neurotic relationships ! All things must pass “George Harrison’s first solo album after Beatles break-up.
Courtship Theory ! Early stages of building manufacturer customer relationship ! Getting to know each other ! Building trust and commitment ! Relationship building is a costly procedure - not to be entered into lightly
Marriage Theory ! Both manufacturer and customer are ready for commitment. ! Good fit between both manufacturers and customers strengths, weaknesses and expectations. ! Relationship has " Trust " Communication " Commitment " Common Goals " Incentives
Retention Theory ! Both manufacturer and customer have shared goals ! Adaptive to each others needs. ! High levels of trust and commitment ! Positive and frequent communication exchange between both parties to resolve indifferences and conflicts that may arise.
Separation Theory ! Manufacturer and customer infrequent communication exchange. ! Blame game – “Its your fault not mine” ! Real or imaginary conflicts take hold. ! Lack of trust and commitment to resolve conflicts.
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