Organizations concerned about handling organizational diveristy issues in partner relationship management (PRM) are presented with the dilemma of facing relationship value and vulnerability that affect the flow of information, assets, and resources between partners. In this paper we propose a conceptual model of diversity-based PRM incorporating antecedents of embedded ties (interest congruity, insider’s favoritism, interdependence, and insecurity), tie dynamic (credibility and flexibility), perceived relationship vulnerability, and business performance. The links between these elements are tested using data from a survey of organizational executives. Based on the results, we develop a diversity-based PRM cycle framework that can be used as an analytical tool for understanding tie dynamics and for implementing effective PRM strategies so as to better understand the key element in diversity management. The study should encourage further investigation on the impact of collaborative antecedents on the application of diversity management.
|Keywords:||Relationship Management, Diversity Management|
Associate Professor, Dept of Management & Marketing, Hong Kong Polytechnic Univeristy, Hong Kong, China
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