Title: Modelling relationship marketing strategies for sustainability adoption

Authors: Divesh Kumar; Zillur Rahman

Addresses: Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, Uttarakhand, India ' Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee, Uttarakhand, India

Abstract: The relationship among the supply chain partners has been advocated by previous researchers for the sustainability adoption across supply chain. This research paper investigates the interrelationships among the relationship marketing strategies in industrial environment. This would help in formulating the strategy for maintaining the relationship with the supply chain partners for sustainability adoption. ISM MICMAC methodology has been used for the modelling and clustering purpose. This paper identifies that awareness among the supply chain partners has the maximum driving power for enabling sustainability adoption in the supply chain. The maximum dependency relationship marketing strategy is order allocation among the supply chain partners for optimising the sustainability performance of the supply chain.

Keywords: sustainability; sustainable supply chains; relationship marketing; ISM MICMAC; modelling; marketing strategies; sustainable development; supply chain management; SCM; clustering; order allocation.

DOI: 10.1504/IJIIM.2013.059971

International Journal of Intercultural Information Management, 2013 Vol.3 No.4, pp.277 - 291

Received: 19 Jul 2013
Accepted: 11 Feb 2014
Published online: 22 Mar 2014 *

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