RELATIONSHIP STRATEGY AND VALUE CREATION: A Theoretical Framework to Improve Competitive Advantage and Marketing Performance

Abstract

The purpose of this study is to find ways to improve performance marketing in construction service companies class B (medium) in West Java Province through relationship strategy, value creation, and competitive advantage. The method used is an explanatory and descriptive survey. Based on a review of several pieces of literature and previous research, it can be concluded that value creation is made by companies that can build creativity with a collaborative spirit, co-creation in innovation, knowledge, and decision making, creative processes, quality of interaction with technology; and learning process, it will increase competitive advantage. Increasing competitive advantage can improve marketing performance. A partnership strategy that is strengthened by value creation will result in share value consisting of collaboration and co-creation as an element that can increase competitive advantage because the competitive advantage is formed when the customer value provided by the company is better than competitors or superior customer value.