Relationship management as a value creation process: a dynamic perspective

The first part of the chapter deepens the concept of relation that has been developed from a mere economic exchange to a relational linkage conveying psychological and social implications. The second part questions what is the value that a company can get by the relationship management and it suggests that this value lays into relational outcomes. The third part of the chapter presents the communication strategies regarding the boundary spanning function of public relations that allows the development of the relational quality. Finally, the chapter introduces the relationships management model that highlights the dynamic evolution of organizational relationships at business-to-business network level and at company-stakeholder level. The chapter concludes with some remarks and further research questions.