What Really Leads to Partner Relationship Management? A Review of Literature. Issue 4 (2nd October 2017)

• Record Type: Journal Article
• Authors: Agarwal, Anuja; Singh, Deepali; Agariya, Arun Kumar
• Is Part Of: Journal of relationship marketing. Volume 16:Issue 4(2017)
• Page Start: 245
• Page End: 285
• Publication Date: 2017-10-02
• Subjects: B2B -- B2C -- content analysis -- defining constructs -- literature review -- partner relationship management; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2017.1349557
• Languages: English
• ISSNs: 1533-2667

Abstract

ABSTRACT: This research article aims at providing a comprehensive overview of the Partner Relationship Management (PRM) domain through an exhaustive literature survey. Current scenario, definitions/perspectives, breakdown of studies by nation, PRM as a software application, the need for PRM, the process of developing partner relationships, and major models, along with major defining constructs and other major insights, have been summarized in the area of partner relationship management using content analysis. The focus is on bridging the gap in the existing academic literature by providing a comprehensive compilation of partner relationship management literature inclusive of B2B and B2C scenarios for future researchers. A list of select premier academic databases has been used to identify the relevant research papers in the domain. This article will help in reducing the time and efforts of researchers by quickly providing a comprehensive view of the PRM literature.