Relationship Marketing, Engine of Sustainable Development and Organisational Change in the Romanian Business Environment
This paper aims to provide a conceptual clarification of the terms sustainable development and organisational change. It studies the role of relationship marketing for implementing these two concepts. The main objectives are the perception of the three concepts by Romanian business decision-maker...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academy of Economic Studies of Bucharest
2012-06-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1129 |
| Summary: | This paper aims to provide a conceptual clarification of the terms sustainable development
and organisational change. It studies the role of relationship marketing for implementing
these two concepts. The main objectives are the perception of the three concepts by
Romanian business decision-makers and their ‘sensitivity’ to organisational changes, with
regard to implementing the relationship marketing at company level. Information was
gathered via exploratory research, using qualitative in-depth interview based on a
conversation guide. The conclusions of the study prove that the interlocutors have a
relatively clear knowledge of the concepts, but without making a direct connection between
sustainable development and major organisational changes triggered by implementing the
relationship marketing. The authors recommend the development of a system which
centralises all company connections with its stakeholders, to fully capitalise on its
accumulated relational capital |
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| ISSN: | 1582-9146 2247-9104 |