What Really Leads to Partner Relationship Management? A Review of Literature

ABSTRACT

This research article aims at providing a comprehensive overview of the Partner Relationship Management (PRM) domain through an exhaustive literature survey. Current scenario, definitions/perspectives, breakdown of studies by nation, PRM as a software application, the need for PRM, the process of developing partner relationships, and major models, along with major defining constructs and other major insights, have been summarized in the area of partner relationship management using content analysis. The focus is on bridging the gap in the existing academic literature by providing a comprehensive compilation of partner relationship management literature inclusive of B2B and B2C scenarios for future researchers. A list of select premier academic databases has been used to identify the relevant research papers in the domain. This article will help in reducing the time and efforts of researchers by quickly providing a comprehensive view of the PRM literature.

KEYWORDS:

• B2B
• B2C
• content analysis
• defining constructs
• literature review
• partner relationship management

Acknowledgment

Professor Deepali Singh is deceased, and was formerly affiliated with ABV-Indian Institute of Information Technology, Gwalior, India. Her contribution has enriched the depth of this research article, as she initiated this work and played a major role in concept building and analysis with overall framing and completion of this manuscript.