According to the above authors, the background for a relationship-oriented strategy
can be the following:
a. There is a confident relationship with the customer.
b. The objective of the co-operation is that both parties are to benefit from it.
c. Mutual adaptation and development are the means to satisfactory solutions.
You must adapt your approach to this situation. According to Matsson, Johansson &
Håkansson (1982) the company strategy comprises both the product service to be
exchanged between the parties and how to make this exchange. Here, the company
can choose between different types of degrees of adaptation (se e.g. Turnbull & Valla
1986). At the same time it is important to pay attention to the fact that the individual
buying situation cannot be seen as an isolated phenomenon, but that it is necessary to
look at the individual buying situations end to end (Håkansson1982, Campell1985,
Ford 1982). Thus, the company’s use of parameters is not a question of determining
these once and for all, but to use the parameters actively in the correlation. The
product service is adapted to the customers’ wants and needs. Prices are negotiated as
a process in the negotiations of product service adaptation and product development,
which is customer dedicated. Service is an integrated part of customer correlation
where the service can be individualized and adapted to the customer’s demands and
expectations. The contact to the customers is also very much influenced by person-toperson
communication when dealing with many contacts often involving many
people.