Collaboration as strategy for relationship effectiveness

Marketing scholars are under continuous pressure regarding marketing contribution to the
respective organizations and the society in general. The marketing today is the result of evolution
in this subject from the last many decades. The thorough review of literature shows two main
streams of strategic marketing also known as strategic marketing paradigms i.e. transactional and
relationship marketing.
The transactional marketing has originated from the microeconomics. The transactional
marketing is also referred as functional school. This paradigm primarily consists of marketing
mix and has been criticized by a number to scholars due to its persuasive nature.
The theory and practice of transactional marketing assumes that the consumers are available in
large number and behave passively. Within the industrial and service markets interactive
participation of customers is required to successfully complete the exchange. The customers in
industrial markets are lesser in number while in service markets; close relationship is required for
exchange. Considering this fact regarding services markets, marketing scholars identify the need
for building long-term relationships.
Collaboration has become a twenty-first-century trend. The need in society to think and work
together on issues of critical concern has increased (Austin 2000a; Welch 1998) shifting the
emphasis from individual efforts to group work, from independence to community (Leonard and
Leonard 2001).
Collaboration is a process in which autonomous or semi-autonomous actors interact through
formal and informal negotiation, jointly creating rules and structures governing their
relationships and ways to act or decide on the issues that brought them together; it is a process
involving shared norms and mutually beneficial interactions (Conceptualizing and Measuring
Collaboration, Ann Marie Thomson, JamesL. Perry, Theodore K. Miller, 2007).
Governance
Administration
Autonomy
Mutuality
Norms
Collaboration is a mutually beneficial and well-defined relationship entered into by two or more
organizations to achieve common goals (Wilder foundation, 2001)

Problem statement:
Individual persuasive methods are less effective as compared to group collaboration with
successful relationship orientation. This means that imposition of any idea and one way
communication is perceived as the manipulation. So the groups collaboration through the
successful relationship orientation is affective as leads to collective well being of the society.
Hypothesis:
H1: Hypothesis is based on thought that the groups are more vital to bring desirable change and
to get fortunate results. By collaborating various groups of society and building successful
relationships among (groups) stakeholders are likely to achieve desired results with
sustainability.
H2: The collaboration among the various groups through building successful relationships will
leads to a substantial change in the attitude of group members.
H3: The change after the collaboration with successful relationship building is more sustainable
and the group members will also work as the advocates of the issues addressed.

Globalization
Globalization is not a new phenomenon but has changed dramatically in terms of scale, speed
and imports. As in terms of scale the number of demographical, political, social and economical
linkages are now much more than before. In terms of speed, rapid advancement in space and
time is being witnessed. In terms of imports the entire global world is considered as flat
(Kinnvall, 2004). A research study suggests that conflicts and differences occur in thoughts,
attitudes, behaviors and cultures among different countries that is merely transferred through
global channels and processes. Researchers in their study treated this as an ambiguity of
globalization that creates heterogeneity that stresses cultural differences (Mayer & Geschiere,
1999). Research concludes user terminals are those places where global culture and connections
interacts. This means that information and knowledge emerged at global scale is always adopted
and transformed to fit in the local scenario (Latour, 1993).
Collaboration
Powell suggests that now we live in world that is increasingly networked and requires different
forms of interest and relationships than required in typical bureaucratic firm of world (Powell &

Walter, 1990). Collaboration is assumed as one way of doing work to allocate scarce resources
by building interpersonal relationships and networks based on trust and loyalty among the
characters of the society. However building collaboration is not an easy job (Thomson & James,
1998).
Collaborative competence means the knowledge possessed by an individual about ones own and
other roles, good and effective communication skills and collaborative attitude (D'Amour &
Oandasan, 2005). For inter-professional teamwork the basic collaborative competency needed is
having knowledge about ones own profession and respect for other professions and members
(Minore & Boone, 2002). Collaborative work is affected by both the micro level interactional
process, organizational and systemic factors as well as due to the various societal factors
(D'Amour & Oandasan, 2005). Collaborative participation in various projects of collective
goodness may be influenced by a variation of factors including reputation, enjoyment and
motivation, social factors, economic pressure of scarce sources, personality traits or due to the
religious beliefs and teachings (Wasko & Faraj, 2005).
Attitude
The research conducted by Breckler suggests that attitude can be based on various types of
information as per the tripartite theory, attitude can be based on three types of information
categorized as cognitive or beliefs, affects or feelings, and actions and behavior. The interesting
and amazing fact is that people are not necessarily aware about the base of their attitude
(Breckler, 1984). Attitude depends on variety of contextual bases that strongly influence the
attitude reported by an individual (Schwarz & Bohner, 2000). Wilson and Kraft conclude that
before reporting the attitude individual might think and focus on subset of attitude-relevant
information (Wlson & Kraft, 1993).
(Converse, 1970) Conclude that when people do not have stored attitude then they can simply
construct. Attitudes are conceptualized as falling along the categories of non-attitudes to strong
attitude. Krosnick suggests that strong attitude influence behavior and are persistent over time
also resist change (Krosnick, Betz, Jussim, & Lynn, 1992). Implicit attitudes are those that come
to mind automatically upon the presentation of attitude object (Wilson, Londsey, & Schooler,

2000). Implicit attitudes can be linked in the memory to both positive and negative evaluations
(Cacioppo, Gardner, & Berntson, 1997)
Conventional Marketing
Traditional media or marketing techniques are defined as techniques introduced before the
advent of internet such as magazines, books, newspaper, radio and television (Solis, 2007).
According Higuera traditional marketing refers to any type of promotion, campaign or
advertising used by companies for years. Various methods of traditional marketing include print
advertisement including newsletter, billboards, flyers and newspaper print ads. Other form may
include television, radio, magazines and newspapers etc (Higuera). The medium used in
conventional marketing normally allows for one way communication and the same marketing
tool is used for suppliers as well as for customers (Hoffman & Novak, 1996). (Brown & Hayes,
2007) Define influence as the power to affect person, things or course of events.

Conceptual Model:

Factors of Collaboration

Globalization

Psychological
Social/Cultural
Faith
Economic

Attitudinal
Change

Collaboration

Relationship
Effectiveness

Questionnaire:
Analytical Variables:

Age in Years
Gender
Education Level
Profession

Questions are on Five point Likert scale from Strongly Agree (5) to Strongly Disagree (1)
Globalization:
1. Global Mass media work as a carrier to globalization
2. Media makes the images of outer world in the heads of public
3. We perceive the foreign culture and society through film, drama, and literature
4. Are you concerned that global media promotes global culture
5. People used to copy celebrities in their behavior
6. Media guide us not only to think a particular issue but how to thought about
7. Technological advancement play vital role in globalization
8. National economic interdependence cause globalization
9. Global institutes like (world bank, IMF etc) promote globalization
10. Multinational organizations are not source of promoting globalization
Factors of Collaboration:
Psychological:
11. Globalization affect my feelings
12. Globalization influence my trust level
13. Globalization affect my perceptions
14. Globalization influence my preferences
15. Society affect my feelings
16. Society influence my trust level
17. Society affect my perceptions
18. Society influence my preferences
19. My faith affect my feelings
20. My faith influence my trust level
21. My faith affect my perceptions
22. My faith influence my preferences
23. Economic circumstances affect my feelings
24. Economic circumstances influence my trust level
25. Economic circumstances affect my perceptions
26. Economic circumstances influence my preferences
Social/cultural:

27. Globalization dont affect our values and norms

28. Globalization influence our shared normative structure
29. Globalization has no impact on our cultural values
30. Globalization manipulate our societal trust
31. Our psychological perceptions dont affect our values and norms
32. Our psychological perceptions influence our shared normative structure
33. Our psychological perceptions has no impact on our cultural values
34. Our psychological perceptions manipulate our societal trust
35. Our faith dont affect our values and norms
36. Our faith influence our shared normative structure
37. Our faith has no impact on our cultural values
38. Our faith manipulate our societal trust
39. Economic factor dont affect our values and norms
40. Economic circumstances influence our shared normative structure
41. Economic factor has no impact on our cultural values
42. Economic factor manipulate our societal trust
Faith/spirituality:
43. Globalization affects our Spirituality
44. Globalization influence our religious values
45. Globalization affect our faith
46. Our psychological condition affects our Spirituality
47. Our personal feelings influence our religious values
48. Our perceptions affect our faith
49. Our society affects Spirituality
50. Culture influence our religious values
51. Values and norms affect our faith
52. Economic conditions affects our Spirituality
53. Economic situations influence our religious values
54. Economic factors affect our faith
Economic:
55. Globalization affect our economic statue
56. Globalization influence our economic interests
57. Globalization dont manipulate our economic benefits
58. Globalization force to think time value of money
59. Faith affect our economic statue
60. Spirituality influence our economic interests
61. Faith dont manipulate our economic benefits
62. Religious values force to think time value of money
63. Societal values affect our economic statue
64. culture influence our economic interests
65. society dont manipulate our economic benefits
66. society force to think time value of money
67. personal feelings affect our economic statue

68. perceptions influence our economic interests

69. psychological intentions dont manipulate our economic benefits
70. our personal thoughts force to think time value of money
Collaboration:
71. Working together is natural phenomenon of our society
72. I believe in helping others
73. I feel single platform is more effective in collective work
74. I feel more secure in working in single platform
75. Our society mold us to work collectively
76. If we combine our efforts our many problems may reduce
77. Our culture force us to work in one platform for collective cause
78. Working together is part of our faith
79. Economic factors also influence me to work collectively
80. Spiritual motivation leads to work in collectively
Relationship effectiveness:
81. Working together made working relationship satisfied
82. We achieve higher results in working to together
83. From a performance perspective, working in collaboration made the relationship
effective
84. Collaboration have made our relationship worthwhile
85. With collaboration we can meet our responsibilities and commitments
86. Collaboration can made most of the projects successful
87. Our relationships can become productive with collaboration
88. Collaboration develops sound relationships
Attitudinal change:
89. Attitudinal change is strategic and require long time (time span) commitment
90. Attitude changes with good relationships
91. Our attitude change with respect to surroundings
92. Attitudinal changes comes with personal involvement in any particular environment
93. Attitude with effective relationships changes permanently
94. Our relationships effects our thoughts
95. With good relationships we can achieve long term benefits
Intentions to participate in Collective Goodness project:
96. We may go for collective goodness when we have long term orientation
97. Collective goodness is thought to help others in any way
98. Collective goodness impact generations
99. Collective goodness is your personal effort for society
100.
Collective goodness is inner feeling to help others
101.
You perceive your action has visible results

102.

Collective goodness is self thought for others

Conventional marketing:
103.
Print media advertisement boost my motivation to work in project of collective
goodness
104.
Electronic media message influence my intentions to participate in collective
goodness project
105.
Seminars is one of the productive way to mold my attitude to projects of collective
goodness
106.
Conferences are good method to boost personal interest in collective goodness
projects
107.
Banners, fliers and magazines change my attitude towards the projects of social
welfare
108.
Branding and excessive promotion of any social project dont built my interest into
it
109.
One way communication influence more than two way communication
110.
I lose my interest in repeated message
111.
I dont prefer to work in project where I feel speaker itself is not implementing ; it
is just influencing others

Methodology:
The study analyzes the impact of four campaigns launched by the mass media department of
University of Gujrat. The campaigns are:

Dengue awareness
HIV AIDS awareness
Diabetes awareness campaign
Stress awareness campaign

These campaigns were launched by the different groups of students from November 15, 2013 to
February 05, 2014. During this period these groups with collaborations of other stakeholders

which are, Teachers, Friends, Doctors, and Community Leaders put their efforts to bring
awareness among the general public. The twofold objectives of this planned efforts is to:

Create awareness among the targeted general public about the particular issue
Validate the idea of collaboration and relationships among the various stakeholders as the
most competitive tool to achieve the desired sustainable objective.

The groups members of the above mentioned campaigns and the stakeholders believe these
efforts have achieved their desired objectives, and mechanism (attached in appendix) used for
this purpose is more effective as compared to traditional persuasive methods. The objective of
this research is to analyze the effectiveness of collaboration and successful relationship building
as the competitive tools in groups to achieve the desired sustainable objectives.

Population Frame
Sample Selection
Unit of Analysis
Type of Study
Time Horizon
Researchers Strength
Instrument Development
Proposed
Data
Collection
Procedure
Proposed

Data

Active Civil Society

Scientific Random
Individual
Cross Sectional (Pragmatic)
2 years
Communication & Coordination
Self developed (Likert Scale 1-5)
Online Methods

Analysis Descriptive & Inferential Statistics

Techniques

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