The emergence of the customer relationship portfolio of a new venture: a networking process

Antonella La Rocca, Andrea Perna, Andrea Sabatini, Enrico Baraldi

Research output: Contribution to journalArticle

Abstract

Purpose – While several studies have focused on the initial phases of new ventures and their first customer and supplier relationships, we have a limited understanding of how the new venture’s portfolio of customer relationships emerges. This paper aims to explore the emergence of the customer relationship portfolio of a new venture and to investigate the effects of early relationships on subsequent ones. Design/methodology/approach – Methodologically, the authors rely on a longitudinal single case study of a new venture which develops, implements and sells customized cost-management software. The study is exploratory and based on 24 in-depth interviews. Findings – The findings show that the development of a customer portfolio depends on the cumulative effect of heterogeneous elements and network connections. These include the initial link between the new venture and the first customer and a subsequent series of interconnections that develop with the emerging network capability of the new venture. Originality/value – As one of the few studies that explore the emergence of new ventures’ customer relationship portfolio, this study demonstrates the value of applying a relational/network approach for studying relationship portfolio dynamics.
Original languageEnglish
Pages (from-to)1066-1078
Number of pages13
JournalTHE JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
DOIs
Publication statusPublished - 2019

Keywords

  • Interaction, Networking, Customer relationships, New ventures, Customer portfolio

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