The aim of this chapter is to analysis how stakeholders' network can affect business models, and more precisely, how relationship marketing through trust and commitment intervenes in this relationship. In fact, a firm is perceived to be embedded in a network of relationships within which value is jointly created and shared in stakeholders' interactions. The relationship between a company and its stakeholders in a network provides different values and resources that can influence a business model. The strength of the ties in a network can be achieved through relationship marketing which aims the creation, development, and maintaining of a sustainable exchange relation. Indeed, relationship marketing acts through the establishment of a climate of trust and commitment between the company and the various stakeholders. This study wraps up with a proposal of a conceptual model, linking the different components of our research. The chapter has theoretical contributions, particularly in terms of the creation and development of relational value in a network .
Human resources are considered as one of the important intangible resources of company composed mainly of employees' knowledge, skills and attitudes. When human capital is scarce, precious and difficult to imitate, it can be a source of sustainable competitive advantage. Internal Relationship Marketing (IRM) acts in this sense. It is considered as a process of creating, developing and maintaining sustainable relationships between the company and its employees. In this context, and through an analysis of the existing literature in this field, we will try to study the effects of IRM on the employee job performance. The main results of this work are that the IRM, through its relational determinants namely: communication, organizational trust, organizational commitment and job satisfaction, help improve employee job performance and more precisely task performance and contextual performance. This study wraps up by a proposal of a conceptual model, linking the different components of our research.
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