The emergence of the customer relationship portfolio of a new venture: a networking process. Issue 5 (8th January 2019)

• Record Type: Journal Article
• Authors: La Rocca, Antonella; Perna, Andrea; Sabatini, Andrea; Baraldi, Enrico
• Is Part Of: Journal of business & industrial marketing. Volume 34:Issue 5(2019)
• Page Start: 1066
• Page End: 1078
• Publication Date: 2019-01-08
• Subjects: Interaction -- Networking -- Customer relationships -- New ventures -- Customer portfolio; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-10-2018-0300
• Languages: English
• ISSNs: 0885-8624

Abstract

Abstract : Purpose: While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the new venture's portfolio of customer relationships emerges. This paper aims to explore the emergence of the customer relationship portfolio of a new venture and to investigate the effects of early relationships on subsequent ones. Design/methodology/approach: Methodologically, the authors rely on a longitudinal single case study of a new venture which develops, implements and sells customized cost-management software. The study is exploratory and based on 24 in-depth interviews. Findings: The findings show that the development of a customer portfolio depends on the cumulative effect of heterogeneous elements and network connections. These include the initial link between the new venture and the first customer and a subsequent series of interconnections that develop with the emerging network capability of the new venture. Originality/value: As one of the few studies that explore the emergence of new ventures' customer relationship portfolio, this study demonstrates the value of applying a relational/network approach for studying relationship portfolio dynamics.