Personal Needs vs. Customer Relationships

Strategy Driven

The challenge of sustaining long-term value pushes businesses toward considering short-term relationships as the easiest route to profits. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

Aaker 61