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Title:Relationship marketing in agribusiness: a case study
Author(s):Sirles, Hilary Joan
Department / Program:Agricultural & Consumer Economics
Discipline:Agricultural & Applied Economics
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:M.S.
Genre:Thesis
Subject(s):relationship marketing
agribusiness
services industry
industrial marketing
trust
commitment
cooperation
service
concern
interaction
communication
value
Abstract:The primary objective of this thesis research is to address the lack of primacy for relationship marketing in agriculture by providing an example, using the case study method, of exploratory research in relationship marketing within the agriculture industry. An embedded case study was conducted to take a preliminary, exploratory, and conservative first step among identifying relationship marketing in the agribusiness industry. The host organization, its employees, and their relationships were used to conduct the case study The relationship marketing literature is more or less structured around key themes: its definitions, constructs, relationship types, strategies, theory or economic contributions, and empirics. This case study is built around the acceptance and acknowledgement of these theoretical themes and propositions – utilizing key relationship marketing constructs as the foundation to develop an interview dialogue between myself and employees of the focal firm. The neutrality of questions asked within the interviews were developed to produce results that would explicitly describe the relationship marketing environment, via these employees’ relationships and responses, within this organization. After complete understanding and inductive coding of each interview transcript in its entirety, results from this case study were generated alongside the theoretical propositions suggested within the relationship marketing literature.
Issue Date:2015-04-27
Type:Thesis
URI:http://hdl.handle.net/2142/78777
Rights Information:Copyright 2015 Hilary Sirles
Date Available in IDEALS:2015-07-22
Date Deposited:May 2015


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