Business Relationship Marriage                    Metaphors                      Overview
The Marriage Metaphor •  The marriage or marital metaphor arose    from three consultative projects completed    in 1989-1...
One Night Stand Theory           !  Manufacturer and customer enter              into a one to one relationship           ...
Courtship Theory             !  Early stages of building                manufacturer customer                relationship ...
Marriage Theory           !    Both manufacturer and customer                are ready for commitment.           !    Good...
Retention Theory              !  Both manufacturer and                 customer have shared goals              !  Adaptive...
Separation Theory              !  Manufacturer and                 customer infrequent                 communication      ...
You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.lin...
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Business Relationship Marriage Metaphors

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Business Relationship Marriage Metaphors

  1. 1. Business Relationship Marriage Metaphors Overview
  2. 2. 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.
  3. 3. 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.
  4. 4. 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
  5. 5. 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
  6. 6. 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.
  7. 7. 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.
  8. 8. You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advicehttp://www.linkedin.com/pub/nigel-bairstow/6/41b/726http://twitter.com/#!/b2bwhiteboard

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