Estratégias de relacionamento das confecções de roupas femininas: a visão da gestão

Abstract

In a highly competitive environment, so that companies stay in the market and achieve their organizational goals, they need to strengthen relationships with their various strategic partners. Among these strategic partners are other organizations such as suppliers, b2b customers and competitors, and people as employees and end customers. The aim of this study was to determine how the production of women's clothing companies identify a customer as a strategic partner; how they make them their partners; and how they manage the relationship with them, so as to gain a competitive advantage. The theoretical framework addressed issues related to Relationship Marketing. The research methodology was qualitative and exploratory. The research procedure used was the study of multiple cases of women’s clothes manufacturers, which have showroom in the Prado area in Belo Horizonte. The main findings of this study are that the studied companies adopted relationship strategies through e-marketing and database marketing. Of the four companies studied only one escaped from transactional marketing strategies, adopting also the interaction and network marketing marketing features.