RELATIONSHIP MANAGEMENT AND ENTREPRENEURIAL MARKET DEVELOPMENT: CONCEPTUAL DIAGNOSIS AND PRESCRIPTIONS FOR SALES ORGANIZATION

Abstract

This study examined the relationship between relationship management and entrepreneurial market development “The study employed content analysis as the method of investigation and the research study was anchored in the social exchange theory which serves as the foundation for relationship management and entrepreneurial market development. Relationship management concept is about cultivating, building and managing relationship within the company’s value delivery chain. Entrepreneurial market development is the strategic efforts of companies in developing or growing their business and markets in terms of market share, sales and business expansions. Conceptual, theoretical and empirical studies were evaluated on this study. Studies in the literature revealed that, relationship management significantly improves entrepreneurial market development. We therefore conclude that, relationship management implementation buy management of sales organizations in varied sectors improves entrepreneurial market development of such firms. The study recommends that, management of sales organizations should exhibit the behaviours of trust, commitment to customers requirements, constant communication, cooperation and empathy with customers and partners. This will successfully drive customers’ cultivation and exploration of new markets and significantly improve entrepreneurial marketing development.