Modelling relationship marketing strategies for sustainability adoption
by Divesh Kumar; Zillur Rahman
International Journal of Intercultural Information Management (IJIIM), Vol. 3, No. 4, 2013

Abstract: The relationship among the supply chain partners has been advocated by previous researchers for the sustainability adoption across supply chain. This research paper investigates the interrelationships among the relationship marketing strategies in industrial environment. This would help in formulating the strategy for maintaining the relationship with the supply chain partners for sustainability adoption. ISM MICMAC methodology has been used for the modelling and clustering purpose. This paper identifies that awareness among the supply chain partners has the maximum driving power for enabling sustainability adoption in the supply chain. The maximum dependency relationship marketing strategy is order allocation among the supply chain partners for optimising the sustainability performance of the supply chain.

Online publication date: Sat, 22-Mar-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Intercultural Information Management (IJIIM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com