Complementor Relationship Management

Armin Günther identifies and positions the so-called Complementor Relationship Management (CoRM) as an independent branch of Business Relationship Management (BRM). CoRM is the management of business relationships with providers of complementary services such as accessories, transaction-enhancing financial services, as well as product-related services, relationship-enhancing, and value-optimizing infrastructure or after-sales services. The significance of this branch of BRM is increasing due to the growing specialization of complementors in their core competencies and customer demand for integrated solutions. The author derives an innovative BRM model from generic building blocks of BRM that addresses the complexity of a networked value creation. This complexity is reflected in the heterogeneous spectrum of actor types.