ABSTRACT
The final step in a portfolio management strategy involves a regular review of the suitability of product offerings, both in the relational and in the transactional relationship segments. We discussed what kind of product offering is generally more fitting in an arm’s length relationship and what augmented product characteristics are valued by a relational-oriented customer firm. Yet it is noteworthy that customer needs and demands can change over time. A supplier should periodically ask whether the provided offering is still satisfying the customer’s value expectations concerning the buyer-supplier relationship (Hutt and Speh 2010 : 112). A customer satisfaction survey can provide first valuable insights in this regard (Anderson and Narus 1991 : 110). Based on the survey results, a supplier can identify which additional services and/or product adjustments can increase customer value.
