INTER-ORGANIZATIONAL TIES AND TOTAL CUSTOMER SOLUTION STRATEGIC POSITIONING FROM DELTA MODEL: A RESEARCH ABOUT DYAD SUPLLIER-CLIENT ON B2B

Authors

  • Mateus Tavares da Silva Cozer Faculdade de Engenharia Industrial
  • Geraldo Luciano Toledo Universidade de São Paulo
  • Cláudia Szafir-Goldstein Universidade Presbiteriana Mackenzie

Abstract

The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study´s contribution is providing empirical support for the Delta Model.

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Author Biographies

Mateus Tavares da Silva Cozer, Faculdade de Engenharia Industrial

Doutorando em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP). Professor do Departamento de Engenharia de Produção da Faculdade de Engenharia Industrial.

Geraldo Luciano Toledo, Universidade de São Paulo

Doutor livre-docente titular pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP). Professor da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP).

Cláudia Szafir-Goldstein, Universidade Presbiteriana Mackenzie

Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP). Professora do Departamento de Administração do Centro de Ciências Sociais e Aplicadas da Universidade Presbiteriana Mackenzie (UPM).

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Published

2009-01-13

Issue

Vol. 9 No. 7 (2008)

Section

Presentation

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