Research Summary
Research Summary
Relationship Marketing Practice
Description
Susan M. Fournier is involved with several projects that seek to inform the practice of relationship marketing. The first, recognizing that relationships are reciprocal, dyadic phenomena, explores consumer's views of relationship marketing activities. A critical analysis of relationship marketing from this angle suggests that the practice is misinformed at best and diametrically opposed to core relationship principles at worst. In a second project Fournier explores the myths and assumptions underlying managers' embrace of CRM technologies, and proposes relationship-grounded theoretical principles for strengthening these views.