Personal Needs vs. Customer Relationships
Strategy Driven
SEPTEMBER 27, 2013
Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Aaker and Fournier found that relationships with the ‘exciting’ company had the trajectory of a short-term fling, while those involved with the ‘sincere’ company developed a relationship that deepened over time. EVALUATE how StrategyDriven gives you a competitive advantage.
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