The article tests the assumption in the relationship marketing literature that this approach to customers enables a win-win situation, where both the supplier and the customer benefit financially. This is done by introducing a relationship productivity concept based on a joint productivity...

Purpose – Relationship is based on the idea of creating a win‐win situation for parties involved in a business engagement. The purpose of the article is to develop a model of mutual value creation and reciprocal return on relationships (ROR R ) assessment, which enables calculation of joint...

Purpose – The purpose of this paper is to create a framework for measuring mutually created value in business relationships in the manufacturing sector, which also enables suppliers and customers to share this value between themselves. Design/methodology/approach – The starting point is that...