Title

A simulation of business-to-business decision making in a relationship marketing context.

SelectedWorks Author Profiles:

Alison L. Watkins

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.

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.

Language

en_US

Publisher

Elsevier

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.