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This dissertation is based on an investigation into the concept of Relationship Marketing within the company Environ Technologies Ltd. The purpose of this dissertation is to ascertain the key differences in implementation of relationship marketing strategy Environ Technologies Ltd undergoes in creating long-term business relationships with their most valued Small-Medium sized enterprise and Multinational enterprise customers. Also to critically examine whether it is possible to benefit and sustain mutual long-term relationships with their most valued MNE customers. After reviewing published literature, objectives were set to ascertain the factors essential for formulating the differences between relationship marketing implementation with their SME and MNE buyers and the issues that may impede successful relationships developing with their most valued MNE buyers.

  • 21,000 words – 108 pages in length
  • Excellent use of literature
  • Excellent in depth analysis
  • Good user of academic models
  • Oustanding piece of work

1: Introduction
Topic and Context                           
Research purpose and aim                       
Case study in context: Environ Technologies Ltd           
Environ Technologies products                   
Development of Environ Technologies Ltd               
Current demand for Environ Technologies products           
Who are Environ Technologies customers?               
Who are Environ Technologies competitors?               
Marketing of Environ Products                   
Research aim and context                       
Appraisal of choice of research project               
Limitations of study                           
Structure of Study                           

2: Theoretical Context                          
History of relationship marketing                   
What is relationship marketing?                   
The conditions necessary for relationship marketing           
Small-medium-sized enterprises (SMEs) adopting relationship marketing techniques to other similar sized companies.       
SMEs adopting networking techniques in relationship marketing   
Multinational corporations (MNEs) adopting relationship marketing techniques to other similar sized companies
Multinational corporations adopting relationship marketing with SMEs
SMEs selling products and services to MNEs within the buyer-supplier supply chain
Conceptual framework                                                

3: Research Design and Methodology
Limitations of qualitative research                   
Data collection methods                       
Semi structured interviews with ENT employees           
Practical Considerations                       
Observations: attending scheduled client meetings           
Practical considerations                       
Validity of Research methods                       
Time Horizons                           
Ethical Considerations                       
Critical reflection of research strategy and methodology        
4: Analysis and Research Findings
Presentations of research strategy                   
Question 1 analysis                           
Environ Technologies relationship marketing approach       
The use of personal interaction with the customer           
Developing relationships with key individuals with buyer organisations
ENT Networking                           
Technology and IT requirements                    
Exchanging of information                       
Power balance in relationship power                   
The observational research                       
Question 2 analysis                           
Unequal balance in relationship power               
Price vs. loyalty                           
Sustaining individual relationships within MNEs           
Decision making processes within MNEs               
Environ Technologies unique product               

5: Conclusion and Evaluation
Differences in adopting relationship marketing to different sized organisations
Issues that impede successful implementation of relationship Marketing with MNE customers                   
Recommendations of how findings could be applied in practice   
Future Works                               
Personal reflection



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