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Managing and Measuring Relational Equity in the Network Economy

Northwestern University

Jeff Zabin

Seurat Company

The Internet is emerging as a powerful connecting force, allowing firms to serve customers, collaborate with partners and suppliers, and empower employees more effectively than ever before. In the networkeconomy, relationships with key stakeholders are becoming valuable assets of the firm, but few firms manage relationships effectively. The authors propose that firms need to take a more holistic approach to understanding where their relational equity resides and how it should be managed and measured. They also propose that relational equity is not limited to relationships with customers but also includes relationships with partners, suppliers, and employees. Effective management of relational equity requires firms to thinkin an integrative manner along several dimensions: strategy, process, technology, organization design, and metrics. The authors develop conceptual frameworks for each of these dimensions. Taken together, these frameworks offer a conceptual foundation for research and managerial practice on managing relational equity.

Journal of the Academy of Marketing Science, Vol. 30, No. 4, 313-332 (2002)
DOI: 10.1177/009207002236908


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