Realising intangible business relationship value for the seller - the role of the salesperson

Zhang, A
Baxter, RA
Glynn, M
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Conference Contribution
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University of Western Sydney

Customer relationships are seen as one of a firm’s most important set of resources or assets. According to the resource advantage theory, customer’s resources are potentially available to the seller once a relationship is established between them. In addition, the intangible resources that are available from the customer relationships are potentially likely to contribute to seller’s sustainable competitive advantage. This paper explores the salesperson’s role in realising the potential value of these intangible relationship resources.

Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC'08), Sydney, Australia
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