Importância do marketing de relacionamento business-to-business no contexto das operações de produção in house

Abstract

This paper aims to investigate the importance of the application of relationship marketing in the context of in-house production partnership between two companies. To substantiate theoretically the research were explored theories, especially in media bibliographic affairs Relationship Marketing Business-to-business and in-house production. It was seen that the inhouse production is a production strategy that seeks, from the physical proximity between the company and its supplier, streamline and better manage the supply chain. The theoretical part of the work focuses on the conceptualization, differentials and assumptions and strengths and weaknesses of each model or ideal. The research is qualitative in nature, using the method of case study in a company that decided to bring his best packaging supplier within the borders of this, getting the advantages of vertical integration of production, grow organically and without compromising capital . The focus of the research was quite qualitative gains in the partnership strategy. At the end of the paper, have been enough evidence that the relationship marketing influences firmation and continuity of a long-term partnership in the production house.