Grönroos, Christian; Helle, Pekka - In: Journal of Business & Industrial Marketing 27 (2012) 5, pp. 344-359
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...