Que tipo de relação?

"co-creation is a function of interaction. Consequently, direct and indirect interaction lead to different forms of value creation and co-creation; co-creation can occur only when two or more parties influence one another.
...
“Since customer relationships do not all have the same value-creation potential, they can at worst tie up customer and provider resources that could have been used to create value in more efficient ways. From the provider’s perspective, it is therefore vital to review them, and identify how to allocate resources in such a way as to enhance the interactions and consequent value creation. From the customer’s perspective, it makes no sense to allocate resources to collaboration with a provider whose offerings focus mainly on value-in-exchange if it is possible to derive more value-in-use from a similar collaboration with a more competitive provider.”
...
As Grönroos points out, not all customers want to engage in relationships with their suppliers. Hence, even if the Nordic School emphasises mutual value creation, it does not assume that relationship investments and interactions will per se increase customer value, or that relationship marketing is a panacea for competitive advantage. Overall, however, I would argue that the main challenge for companies is not the lack of arm’s-length relationships. Quite the contrary: the excessive and endemic short-term orientation of the actors (including customers and shareholders) inhibits value creation and competitive advantage at both company and value-constellation level."

Que tipo de relação é a mais adequada para construir um posicionamento diferenciador? Que tipo de cliente, que tipo de trabalho e em que contexto?

Trechos retirados de "Business Markewting– A Nordic School Perspective" de  Christian Kowalkowski