Örgütsel Pazarlarda “İlişki Değeri” Çalışmalarının Gelişimi

Hem firmalar, hem de tedarikçiler günümüz rekabet ortamında uzun vadeli ilişkilerin ve işbirliklerinin kendileri için daha faydalı olduğunu fark etmekteler. Bu ortamda ortaya çıkan ve giderek daha fazla araştırmacının dikkatini çekmeye başlayan yeni kavramlardan birisi de ilişki değeri kavramıdır. Ancak, değer literatürü içinde ele alınan diğer konular gibi, ilişki değeri literatüründe de bir görüş birliği olmadığı ve farklı bakış açılarının farklı kavramsallaştırma çabaları içinde olduğu görülmektedir. Bu çalışmada, oldukça dağınık bir yapıda olan ilişki değeri çalışmalarının derlenmesi ve bu çalışmalardaki eğilimlerin ve yönelimlerin belirlenmesi amaçlanmıştır. Yapılan literatür taraması sonucunda, ilişki değeri çalışmalarının, üç grup altında toplanabileceği söylenebilir; değer ifadelerine ilişki unsurunu katan çalışmalar, ilişkiye değer katan unsurları belirleme çabasındaki çalışmalar ve ilişki değerini tarafların ortaklaşa değer yaratımı bağlamında ele alan çalışmalar. Önümüzdeki dönemde ise, ağ teorileri ve farklı kültürlere yönelik çalışmalar ilişki değeri çalışmaları kapsamında önemli başlıklar haline gelebilecektir

Anahtar Kelimeler:

İlişkisel pazarlama, Örgütsel pazarlama, Ağ paradigması, İlişki değeri

EVOLUTION OF “RELATIONSHIP VALUE” STUDIES IN INDUSTRIAL MARKETS

Both customer firms and suppliers realizes that long term relationships and collaborations are more benefitial for themselves. One of the new concepts that arises in this context and attracts more and more researcher attention is relationship value. But, just as the other issues disscussed in the value literature, it can be seen that there is not any consensus and different perspectives have different conceptualization efforts in the relationship value literature. In this study, it is intended to classify the relationship value studies that are quite dispersed and define the inclinations and tendencies of these studies. According to the literature review, it can be said that the relationship value studies can be classified into three categories; the studies that add the relationship element into the value statements, the studies that try to define factors which add value to a relationship and the studies that take relationship value in the context of collective value creation. In the coming period, network theories and multi cultural studies could become important issues within the context of relationship value studies.

Keywords:

Relationship value, relationship marketing, industrial marketing, network paradigm,

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