Il valore delle relazioni di mercato

[Autom. eng. transl.] Value has always been considered the main anchor point for management decisions and, as such, it has a long tradition in economics and business management studies. The spread of a relational market perspective has led over time to the birth of the concept of value of relationships, or relationship value. Marketing studies on the value of business relationships have been strongly influenced by economic discipline, leaving out however the influence of subjects, social networks, and the dynamics of relational systems on economic behavior and its consequences. The present volume aims to re-read the concept of value of relationships through the analysis of managers' perceptions and the characteristics of the context of interaction in which relationships take place. To this end, economic value theory has been integrated with contributions from disciplines such as organizational psychology and sociology. The study takes as a reference the value processes considered critical in business to business ̶ creation, communication, appropriation, measurement, and a fifth emerging process, the representation of value ̶ identifying the implications within relationships, and the possible value relationship strategies -based aimed at their management. The research is supported by an empirical study divided into two phases: a survey of a sample of 171 managers and 76 in-depth interviews with managers operating in different industrial markets, from manufacturing to services. The volume provides an approach to the study of value that is as holistic, multidisciplinary and practical as possible.