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Usefulness Of Symbiotic Relationships In Marketing Marketing Essay

Symbiotic Marketing, also called Co-Marketing Alliances and Joint Marketing Activities, has continued to be sporadic, especially in Indian Small Scale Sector. The studies focusing on the applicability of these Symbiotic Marketing strategies in the Indian framework are conspicuously absent. The existing literature, conveniently let's assume that the Indian Small Level entrepreneurs possess the knowledge of the operationalities of the concept, has suggested this as a valid option system with their marketing problems. Today's study is targeted at comprehending the perceptions of the tiny Scale enterprisers towards Symbiotic Marketing strategies. The evaluation pays to in expanding programs aimed at facilitating these inter-organizational cooperative marketing strategies.

In marketing route strategy literature, lots of channel alternatives have been discovered which companies utilize in distributing their products and services. These alternatives include the traditional marketing channel, the vertical marketing system, vertical integration, strategic alliances, network organizations, and the horizontal marketing system. These route forms have been analyzed by market experts relatively carefully and from lots of perspectives. However, one other strategic alternative has been determined and discussed with a few creators but has yet to get the same level of attention as other forms of marketing and distribution. This cited strategy is a lot more holistic concept of symbiotic marketing, formerly defined as "an alliance of resources or programs between two or more independent organizations made to boost the market potential of every" (Adler, 1966). The concept was first introduced in 1960's, but has seldom been mentioned by the market researchers and is normally dispatched as a synonym for horizontal marketing system (Kotler, 1991). However, the idea is much more powerful and complete, than conceived by having less research in the region.

The symbiotic marketing is comprehensive in the sense that first of all, it provides a strategic course to channel factors. Instead of develop strategically important core competencies and resources internally, businesses which practice symbiotic marketing are positively and continually scanning both the external and the competitive surroundings for likely companions with such resources. This shifts the organization from being primarily internally- focused to externally focused. Secondly, the methods of symbiotic marketing comprise nearly every one of the various kinds of distribution recognized in extent marketing and management literature. Modes of symbiosis include proper alliances, joint projects, co-marketing contracts, vertical marketing systems, horizontal marketing systems, and traditional buyer-seller marketing programs. However, circulation strategy using mergers and acquisition as a tool, violate the heart of symbiotic marketing, because the firms are included and are no longer independent organizations, which is a requisite for symbiotic marketing. Thus all forms of distribution strategy other than vertical integration lie within the scope of symbiotic marketing.

Since, insufficient research has been done about them, scope literatures existing on tactical alliances and organizational systems has been used for the research since virtually all modes of symbiotic marketing is based on some form of organizational collaborations. After the basis for symbiotic marketing has been set up network examination will be proposed as an instrument for symbiotic partner selection and market selection. The main framework for this research is that the use of symbiotic marketing can go back to a firm superior market success, if applied in a strategic manner, via such procedures as first mover gain, superior profit comes back, and the ability to overcome obstacles of accessibility into market niche categories dominated by well-entrenched competition. Hypotheses will be suggested to test these assumptions.


The effectiveness of Symbiotic Connections in Marketing for firms to compete effectively in the neighborhood & global markets and its popularity by small company models in India.

The primary purpose of this newspaper is to handle an apparent space in the proper or purposeful use of symbiotic marketing as a delivery system for a firm's service or product in the current blast of marketing books. Only recently gets the market researchers focused on an attempt to understand the vertical marketing systems (VMS) and horizontal marketing systems(HMS), which HMS's such as joint ventures, tactical alliances and partnerships have been analyzed most seriously. However, the experts of the strategies have centered only on a single function of HMS, whereas Symbiotic Marketing provides a broader framework for the experts, to apply their desired examination tool. Apart from the couple of extant literature existing on HMS, much of the research on route strategy has centered on vertically-oriented channels such as VMS and vertical integration. This focus on Vertically-oriented Set ups has discounted the introduction of horizontal strategies such as proper alliances, partnerships and co-marketing agreements. The rationale behind vertically- focused alliances or integration mainly gravitates around reducing exchange costs or attaining economies of level (Heide, 1994). On the other hand Symbiotic Relationships allow the firm to accomplish significant leverage available on the market by not only accessing exterior resources but also determining and exploiting market voids at reduced capital outlays. Furthermore, as the marketplace segment boundaries have become ever more undistinguishable, the organizations focus is shifting from market share to designing proper distribution programs that delivers some extent of isolation from competition (Day, 1991), which is achievable by using Symbiotic Marketing strategies in specific niche market markets, or using exterior resources for rivalling efficiently in the global current market.

Once the building blocks for Symbiotic Marketing has been proven and justified, network examination can be used to explain how and why the companies will achieve superior markets via Symbiotic Marketing, providing a way for identifying probably profitable market niches and advice for selecting symbiotic spouse organizations for penetrating these market sections. Moreover, understanding the forming of Symbiotic Marketing in the network research construction is important because, first of all no adequate framework for understanding the Symbiotic interactions is out there in the marketing literature; secondly business competition is significantly between distinct systems or groups of independent firms operating as an individual competitive entity; finally, there is a lack of marketing literature, concentrating on the precise conceptualization of Symbiotic relations which have to be dealt with. Thus an integrative platform needs to be developed to comprehend why and how firms enter these kind of partnerships, which will be beneficial to both academicians and experts. To attain these goals, this paper will first, bring in and review the extant books available on the subject matter which will provide the basis for producing the platform. The framework will be developed which builds on that presented by prior experts and will focus on developing a typology of possible "modes of symbiosis" available to businesses and their symbiotic opportunities. Subsequently, the general concept of market segmentation reviewed which does apply to our study presented. Finally, the powerful concept of network examination will be launched. However, the concentration will be on the qualitative, managerial implications and applications of network examination, not on its effectiveness as a quantitative structural research tool. Finally, a style of Symbiotic Marketing's usefulness as a tactical tool will be offered and justified.


Recent research has pointed the importance of nurturing relationships for effective marketing. There's a paradigm switch in marketing from transaction marketing to romantic relationship marketing. Firms are also considering marriage marketing as essential for sustaining competitive advantage. The center has provided impetus for an in-depth take a look at romance marketing from the perspective of both theory and practice.

The term marriage marketing encompasses some of the constructs advised by previous research. These constructs are relational contracting, inside marketing, symbiotic marketing, romance marketing, proper alliances, working partnerships, co-marketing alliances, and long-term orientation. Morgan and Hunt emphasize the procedure and their meaning states "marriage marketing refers to all marketing activities aimed toward establishing, growing, and retaining successful relational exchanges. "We claim that human relationships lead to value creation that has been an area appealing to researchers. Companies recognize that both customers and suppliers create value. The value can express itself into access to technology, usage of markets, and usage of information. Firms recognize that customers and suppliers provide access to value creation that provides them with sustainable competitive advantage. Value creation can be divided into three domains. The first site is value creation through supplier partnering that forms the first group of articles for this special concern. Value creation through alliance partnering form the second group of articles. Finally, value creation through customer partnering form the third group of articles.

The issue of value creation through romantic relationships with suppliers is examined by the first four articles. The first newspaper is "Supplier Relationships: Emerging Issues and Obstacles, " compiled by the co-editors of the special concern. The paper proposes that effective romantic relationship with suppliers provides organizations with next-generational competitive benefit. We suggest that this switch toward supplier associations changes the role, techniques, and strategies of companies and, therefore, new regions of inquiry will emerge. Included in these are understanding suppliers as customers; cross-functional dealer teaming; economical value of supplier equity; supply experience curves; hub and spoke group; bonding with suppliers; global sourcing procedures; cross-cultural worth in purchasing; cross-national rules and regulations; and service procurement. The next article also addresses the problem of the value of supplier associations and discusses the use of portfolio methods to examine supplier interactions. In previous paperwork, authors claim that firms should look at distributor performance to classify suppliers into organizations. This classification will help firms in creating strategies to improve relationship with companies. The next two articles discuss the result of JIT and information technology on supplier interactions. In "The Effect of JIT Purchasing Interactions on Organizational Design Purchasing Office Configuration, and Firm Performance, " by Richard Germain and Cornelia Droge, the authors claim that JIT relationships involve close supplier collaboration on product development and specs, product, and information flows. Based on a survey of 200 US firms, the article shows that JIT enhances a firm's formalization, integration, and specialty area. Also organizations that use JIT have enhanced performance. "Employing Information Technology in Purchasing: An Empirical Analysis of the Impact on Buyer-Supplier Interactions and Size of the Distributor Base, " by Rodney L. Stump Ven Sriram, and Earl G. Graves, discusses the role of information technology on romantic relationships. They discover that information technology opportunities enhance buyer-seller associations and the degree of information technology used in transfer processing affects this relationship. Interestingly, they also discover that information technology assets reduce the distributor base. The next set of two articles discuss value creation through alliance partnering, an emerging area of interest to marketers. The fifth article in the special concern is "Scope and Intensity of Logistics Centered Strategic Alliances: A Conceptual Platform and Managerial Implications, " authored by Walter Zinn and A. Parasuraman. This article examines logistics based strategic alliances and proposes a typology to classify these alliances over the dimensions of scope and intensity. In addition they offer strategies for firms involved with tactical alliances as well as areas for future research. Another article, "Selling Alliances: Issues and Rights, " by Brock Smith, examines the issues of advertising alliances, an rising market in personal advertising. The problems of reselling alliances at both organizational as well as the personal level are discussed. A sample of 175 salespeople who are in sales partnerships is employed to validate the goals. The final group of articles discuss value creation through customer partnering. "Customer Value Change in Industrial Marketing Relationships--A Call for New Strategies and Research, " by Daniel J. Flint, Robert Woodruff, and Sarah F. Gardial, addresses the problem of customer perceptions of value. The writers suggest that suppliers' perceptions of value are changing. To design strategies that provide business marketers a strategic advantage, companies need to understand customers' present value needs, marketers' potential to provide value, and change in perceptions of value. Another article discusses the problem of customer perceptions of the marketing consultancy and value provided by the internet marketer. As firms study their customers to ascertain their performance, the problem of the validity of customer evaluations makes question. "What Information Can Relationship Marketers Obtain from Customer Assessments of Salespeople?" by Douglas M. Lambert, Arun Sharma, and Michael Levy, addresses this issue. The results of the study from business customers in the health care industry claim that buying firms that provide higher assessments to business salespeople also give higher performance ratings to the advertising business. Also, salespeople who are assessed to be better plus more credible by customers also obtain superior evaluations from other managers. The final three documents in the special issue discuss circumstance studies in value creation through customer partnering. The first newspaper, "Managing Business Associations and Positions in Industrial Systems" by Brian Low, examines the issues of industrial sites. The article views systems as providing usage of resources and activities and examines a network in the context of a supplier for office equipment. The next article, "Building Supplier-Customer Connections: Using Joint New Product Development, " by James Comer and B. J. Zirger, examines the advancement of your supplier-customer marriage. The newspaper examines a romantic relationship in the case of an automobile task. The final paper by Pierre Filiatrault and Jozee Lapierre, "Managing Business-to-Business Marketing Associations in Consulting Engineering Companies, " (accepted by Peter LaPlaca) examines human relationships in the framework of business services.

In conclusion, we feel that the papers provide a broad go through the academic research in the area of business relationship marketing. The articles in this special concern address value creation through distributor romantic relationships, alliances, and customer associations. The paperwork make an important contribution to relationship marketing thinking in the site of business marketplaces. The research is both beneficial to managers and assists as an impetus to future research in this area. Hopefully that you get the articles as fascinating and interesting as we've.

The present inspection is prescription kind of study performed to estimate the effectiveness of the Symbiotic Relationship in the Indian Marketing Scenario in various business units and its own effect on the Partnered Business income, Market Share, Degree of Competition and Customer Devotion and Retention. Today's study identifies the views of men and women engaged in several businesses, generally small-scale, about their interpretation, importance and understanding of the benefits of developing a Symbiotic Romantic relationships with different aspects of their source chain or competition base in order to focus on new market segments, or widening their resource bottom and thereby improving their productivity, profitability and survivability in the highly competitive and quickly expanding Indian Marketplaces.

Moreover, anticipated to insufficient availability of plenty of time, the range of research has been limited to the local area markets in the Mumbai region within the areas of Andheri, Vile-Parle, Kandivali, Santacruz, which are small size businesses such as shop-owners or factory outlet professionals and marketing and operations team-members of some large range firms. Considering the time criteria in which the report had to be well prepared, we considered small level businesses as the population with the size of 68. However, 24 participants did not fill up the questionnaires provided to them completely, a requisite with all the likert's level, and about 8 individuals were not willing to fill up such questionnaires, the number of actually completed forms was considerably reduced to 36. Since, for performing a Z-Test for the analysis, the least size should be 30, the sample size of 35 was considered befitting the evaluation and was carried forward for the purpose of research.

The tool used for conducting the research was administering the questionnaires to the business enterprise owners and executing interviews, so as to determine whether their response in the questionnaire and on-face will not contradict. The questionnaire contains open-ended questions which have to be answered on Likert's 5 Point Range.

For the evaluation of the responses of the respondents, a 2-tailed Z-test will be utilized and the feasibility of the Symbiotic Marketing in the Indian Context will be identified predicated on the mind-set of individuals involved in the evaluation. Although, the test size is 35, but it will be indicative of the entire population in the local areas considered for this study.

Also arbitrary sampling (and in some instances organized sampling) has been used to distribute the questionnaires and accumulate the replies for doing the research.


Market research requires two types of data i. e. secondary data and main data. Most important data has been used abundantly for the study. Well-structured questionnaires were well prepared & the study was performed. Feedback for the screen has been used by asking questions & observation in addition has done to assemble primary information. There is also a use of extra data, accumulated from the extant literature available on the topic matter in a variety of journals, literature, and websites & from various marketers and business owners.


The most important data to be determined was based upon the response of the respondents to the questionnaire designed. The questionnaire involves open ended questions.

The Questionnaire was geared to know about the views of the business enterprise owners and planning and marketing office people towards the adoption of symbiotic romantic relationship in the permanent opportunities for the businesses especially in the Indian Framework.


The extra data was accumulated by referring through various company's marketing strategies in online guides, Reports, journals and research paperwork, web sites, and the final data was analyzed systematically to accomplish the objectives of the research paper.






Symbiotic Marketing increases the competitive Benefit of the participating businesses over their respected competitors

companies with complementary products or services can also achieve symbiotic marketing by carrying out lateral cooperative marketing

Growth Oriented organizations prefer bigger firms for Marketing Symbiosis.

Survival Oriented companies prefer equal size or smaller companies for Marketing Symbiosis.

Sharing of operational resources and mutually-complementary advantages among interrelated companies, increase their production efficiency.







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