USF St. Petersburg campus Faculty Publications
A simulation of business-to-business decision making in a relationship marketing context.
Document Type
Article
Publication Date
2009
ISSN
0019-8501
Abstract
The dynamic and interactive SUGARSCAPE simulation is adapted to represent agent-based relationship marketing models in business-to-business exchanges. Computer-generated selling agents operate in complex environments using relationship marketing approaches that may or may not be uniformly distributed inside their organizations. The intricate nature of these models also allows for diverse combinations of buyer traits that impact their decisions as well as seller profitability. These features include individual and firm exchange experiences, the ability to identify and to become loyal to sellers, and the sharing of information within and among buyer firms. Relationship marketing is played out or operationalized based on pricing tactics that show differences between asking prices and post-exchange value.
Language
en_US
Publisher
Elsevier
Recommended Citation
Watkins, A. & Hill, R.P. (2009). A simulation of business-to-business decision making in a relationship marketing context. Industrial Marketing Management, 38, 944-1005. doi: 10.1016/j.indmarman.2008.06.002
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Citation only. Full-text article is available through licensed access provided by the publisher. Members of the USF System may access the full-text of the article through the authenticated link provided.