Into the weeds of hotel B2B sales: What contributes to buyer/seller relational exchange success or failure?

Abstract

The largest USA hotel corporations have radically reinvented B2B sales. Four Relational-Exchange Strategies have been developed to cost-effectively address the specific characteristics of different buyers. This paper refines a previously conceptualized model and specifically addresses one of the four strategies: Strategic Relational-Exchange Strategy. The paucity of literature necessitated an exploratory case study. Relevant stakeholders were purposely selected and interviewed. Data collected were content analyzed. Successful relational-exchange is enhanced by coordination and cooperation: the dimensions of organization to execute strategy. Coordination and cooperation are integral to Fayol’s Theory of Administration, which is still relevant. This refined model guides practitioners and researchers.