Implementing Relationship Strategy”.pdf

“Implementing Relationship Strategy” Prabakar Kothandaraman and David T. Wilson The Pennsylvania State University ISBM Report 1-2000 Institute for the Study of Business Markets The Pennsylvania State University 402 Business Administration Building University Park, PA 16802-3004 (814) 863-2782 or (814) 863-0413 Fax IMPLEMENTING RELATIONSHIP STRATEGY Prabakar Kothandaraman Doctoral Candidate The Pennsylvania State University David T. Wilson Alvin H. Clemens Professor of Entrepreneurial Studies The Pennsylvania State University 20 January, 2000 Address for Correspondence Prabakar Kothandaraman, Department of Marketing, 701E, BAB, The Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, USA. Telephone: (814) 861-0576; Fax: (814) 865-3015; e-mail: pxk12 @psu.edu PRABAKAR KOTHANDARAMAN is a doctoral candidate in the Department of Marketing, The Pennsylvania State University. He received his undergraduate degree in chemical engineering from Birla Institute of Technology Science, Pilani (India) and his MBA from the Xavier Institute of Management, Bhubaneswar (India). His research interests include long-term buyer-seller relationships and value creating business networks. DAVID T. WILSON is the Alvin H. Clemens Professor of Entrepreneurial Studies; Managing Director, the Institute for the Study of Business Markets; and former Chairman of the Department of Marketing, The Pennsylvania State University. He received his undergraduate degree in mechanical engineer