Development of the Viable System Model of Partner Relationship Management of the Company

  • Authors

    • Iryna Fedotova
    • Volodymyr Shynkarenko
    • Oksana Kryvoruchko
    2018-09-15
    https://doi.org/10.14419/ijet.v7i4.3.19913
  • Actors of interaction, partner, relationship management, relationship, viable system. book of CRM, Achieving Excell

  • Abstract

    This paper considers the main instruments for relationship management between the company and different partners. The purpose of the study is to improve the theoretical foundations of the development of a system of total relationship management of the company with the main groups of interaction actors, taking into account relationships with all groups of partners of the company. The model of the relationship management system of the company on the basis of methodical apparatus of cybernetic modeling of viable systems is proposed. The model of the relationship management system of the company is presented as an entity (a metasystem) and an object of management (operating element), which is proposed in the form of relationship management processes with main groups of partners. The system of inter-company interactions, which reflects the development of individual relationship with a certain partner, is presented. Based on the structural-level and metasystem approaches, key levels and structure of enterprise relationships are identified. Five levels of relationship between the company and its partners – element, component, subsystem, system-wide, and metasystem levels are identified. These levels are presented in the form of recursive structure of the viable model of relationship management system of the enterprise.

     

     

  • References

    1. [1] Newell F., Why CRM Doesn't Work: How to Win By Letting Customers Manage the Relationship, Kogan Page, London, (2003).

      [2] Payne A., Handbook of CRM: Achieving Excellence in Customer Management, Elsevier, (2006).

      [3] Sabine Moeller (2006), Martin Fassnacht and Sonja Klose, “A Framework for Supplier Relationship Management (SRM)â€, Journal of Business-to-Business Marketing, Vol. 13(4), pp: 69-94, available online: http://doi.org/10.1300/J033v13n04_03.

      [4] Merlin Stone, Neil Woodcock and Liz Machtynger, Customer relationship marketing: get to know your customers and win their loyalty, Kogan Page in association with Marketing magazine, London, (2000).

      [5] Egan J, Relationship Marketing: Exploring Relational Strategies in Marketing, Financial Times/ Prentice Hall, (2011).

      [6] Philip Kotler, Kevin Lane Keller, A Framework for Marketing Management, Pearson, (2015).

      [7] Morgan RM & Hunt ShD (1994), “The commitment-trust theory of relationship marketingâ€, Journal of Marketing, Vol. 58 (3) , pp: 20–38.

      [8] Shynkarenko VG & Fedotova IV, Relationship Marketing of the MTE with main partners, KhNAHU, Kharkiv, (2012).

      [9] Gummesson E, Total Relationship Marketing; Rethinking Marketing Management: From 4Ps to 30 Rs, Woburn, MA, London, (2001).

      [10]Ritter T, Wilkinson IF & Johnston WJ (2004), “Managing in complex business networksâ€, Industrial Marketing Management, â„–33 (3),– pp.: 175-183, http://doi.org/10.1016/j.indmarman.2003.10.016.

      [11]Kushch SP & Afanasiev AA (2004), “Marketing aspects of the development of intercompany networks: Russian experienceâ€, Russian Management Journal, No. 1, pp: 33-52.

      [12]Isaeva E.V. Methodology of forming of relationships in small business, NPK “Rostâ€, St. Petersburg, (2010)

      [13]Zineldin Ðœ., “IT and Total Relationship Management (TRM) a new marketing management perspectiveâ€, (2003), available online: http://tvvlibrary.narod.ru/papers/2003/05.htm#_ftn1.

      [14]Gillett AG (2016), “Multiple relationships with multiple stakeholders: the scope of relationship marketing for public services†, Journal of Services Research, No.16 (2), pp: 1-28.

      [15]Thomas J Kull, Josip Kotlar & Martin Spring, (2018), “Small and Medium Enterprise Research in Supply Chain Management: The Case for Single-Respondent Research Designsâ€, Journal of Supply Chain Management, Vol. 54, Iss. 1, pp; 23-34 http://doi.org/10.1111/jscm.12157.

      [16]Anuja Agarwal, Deepali Sing & Arun Kumar Agariya (2017), “What Really Leads to Partner Relationship Management? A Review of Literatureâ€, Journal of Relationship Marketing, Vol. 16, Is. 4, pp: 245-285, https://doi.org/10.1080/15332667.2017.1349557

      [17]Beer S., Brain of the Firm, 2nd ed., John Wiley & Sons, Chichester, UK, (1994).

      [18]J. Peres Rios (2010), “Models of organizational cybernetics for diagnosis and designâ€, Kybernetes, Vol. 39, â„–9/10, pp: 1529-1550, http://doi.org /10.1108/03684921011081150.

      [19]Puche J, Ponte Blanco B, Costas J, Pino R & D De la Fuente (2016), “Systemic approach to supply chain management through the viable system model and the theory of constraintsâ€, Production Planning & Control, Vol. 27 (5), pp: 421-430, http://doi.org/10.1080/09537287.2015.1132349.

      [20]Shynkarenko VG (2013), “Object of an enterprise marketing activityâ€, Economocs of the transport complex, Vol. 22, pp: 82-97.

      [21]John P. van Gigch, System Design Modeling and Metamodeling, Plenom press, New York & London, (1991), https://doi.org/10.1002/sres.3850090305.

      [22]Pishchukhin AM & Pishchukhina TA (2013), “The Control Simulation of the Enterprise on the Basis Metasystem Approachâ€, Universal Journal of Control and Automation, Vol. 1 (4), pp: 98-102, https://doi.org/10.13189/ujca.2013.010402.

      [23]Karpov A.V., Psychology of consciousness. Meta-system approach, Publishing House RAO, Moscow, (2011).

  • Downloads

  • How to Cite

    Fedotova, I., Shynkarenko, V., & Kryvoruchko, O. (2018). Development of the Viable System Model of Partner Relationship Management of the Company. International Journal of Engineering & Technology, 7(4.3), 445-450. https://doi.org/10.14419/ijet.v7i4.3.19913

    Received date: 2018-09-19

    Accepted date: 2018-09-19

    Published date: 2018-09-15